JOHN  HENRf  NASH  LIBRARY 

^  SAN  FRANCISCO  <8> 

PRESENTED  TO  THE 

UNIVERSITY  OF  CAUFORNIA 

ROBERT  GORDON  SPROUL.  PRESIDENT. 

<«>    BY"  ♦ 

Mr.andMrs.MILTON  S.'RfiY 

CECILY,  VIRGINIA  AND  ROSALYN  RAY 

AND  THE 

RAY  OIL  BURNER  COMPANY 


^T'iCI 


1 


Digitized  by  the  Internet  Archive 

in  2007  with  funding  from 

IVIicrosoft  Corporation 


http://www.archive.org/details/advertisingindexOOjaffrich 


The  Advertising  Index 

By 

Rubin  Jaffe 


Educational  Committee 
Los  ANGELES  ADVERTISING  CLUB 


Copyrighted,  1918^  by  Rubin  Jaffe 
Published  June,  1918. 


^ 


Appreciation  is  expressed  to 

Arthur  L.  P'ullwood    . 
for   his   most   valuable   assistance 
rendered  in  the  writing  of 

The  Advertising  Index 


GIFT 


The  Advertising  Index 


Dedicated  to  the 

ASSOCIATED  Advertising 
Clubs  of  the  World 

Annual  Convention 
San  Francisco  -1918 


122 


The  Advertising  Index 


THE  INDEX  IDEA 

How  MANY  TIMES  liave  you  noticed  an  ad  or  news  item 
that  you  felt  might  some  time  be  utilized  in  your  work? 
You  probably  made  only  a  mental  note^  depending  on 
your  memory  to  recall  it  when  the  occasion  required.  It 
may  be  that  you  clipped  and  "filed"  the  item  among  your 
"papers"  or  carefully  "dog-eared"  the  page,  and  kept 
the  whole  publication. 

Perhaps  a  month,  a  year,  or  maybe  five  years  later, 
the  point  arises  on  which  this  reference  would  be  help- 
ful. Groping  in  your  mind,  you  dimly  recollect  having 
seen  "something"  sometime,  which  just  fits  the  present 
case. 

You  ransack  your  memory,  your  folders,  and  your 
"old  envelopes"  in  a  fruitless  endeavor  to  find  "it."  If 
lucky,  you  may;  with  possibly  only  an  hour  or  half -hour 
of  your  time  wasted,  (and  the  keen  edge  of  your  idea 
worn  off  in  the  search.) 

More  often  you  fail  to  locate  it — which  immediately 
enhances  its  value^and  you  reluctantly  return  to  your 
task,  which  now  appears  doubly  difficult. 

Have  you  ever  had  this  experience.^ 


8  The    Advertising    Index 

Glance  around  the  desk  of  the  average  advertising 
man  and  you  will  see  shelves  filled  with  books,  magazines, 
papers,  cuts,  drawings,  etc.  Near  by  will  be  a  cabinet 
containing  folders  marked  "Ideas,"  "Good  Ads,"  or 
"Color  Work,"  all  so  crowded  that  hours  of  search  might 
be  required  to  locate  any  particular  clipping. 

Look  into  his  "den"  at  home  and  you  will  probably 
see  magazines  strewn  about  so  profusely  as  to  discour- 
age even  the  most  patient  seeker  of  information.  Many 
have  been  laid  aside  for  future  use,  but  lie  neglected 
until  they  'become  an  eye-sore  to  their  owner.  Some  rainy 
Sunday  afternoon  he  decides  to  clean-up,  and  the  whole 
accumulation  goes  into  the  rubbish  barrel. 

The  average  student  is  often  as  guilty  of  this  lack 
of  system  as  the  advertising  man.  It  is  also  true  of 
other  business  men,  but  to  none  is  the  quick,  complete, 
comprehensively-indexed  file  more  essential  than  to  the 
writer  of  ads. 

A  great  part  of  his  education  is  gained  from  the  ad- 
vertising pages  of  newspapers  and  magazines,  where  he 
sees  what  other  men,  trained  and  thinking  along  his  own 
line,  are  producing. 

Few  professions  offer  this  opportunity  to  the  stu- 
dent. One  salesman  must  accompany  another  to  learn 
his  arguments  and  observe  his  methods.  Even  then,  he 
has  not  a  finished  product  that  can  be  dissected  and 
analyzed  at  leisure,  and  referred  to  at  will. 

Nor  can  the  purchasing  agent,  the  credit  man,  or  the 
office  manager  benefit  by  the  experience  and  methods  of 
fellow  workers,  except  through  personal  contact. 


A    Guide    for   Student    and    Veteran  9 

It  is  natural  that  the  advertising  man^  whether  inex- 
perienced or  veteran^  should  frequently  see  ads  he  desires 
to  save — and  file  them.  His  failure  to  clearly  classify^ 
however^  deprives  him  of  their  use^  because  they  are  so 
liard  to  find. 

Emerson  emphasized  the  importance  of  classifica- 
tion. He  said  that  it  was  half  a  man's  education.  In 
his  essay  "The  American  Scholar/'  the  point  was  ad- 
vanced that  a  man  is  not  educated  merely  because  he 
carries  a  mass  of  facts  in  his  head^  but  only  when  that 
knowledge  is  so  classified  that  it  is  instantly  available. 

Too  much  stress  cannot  be  laid  upon  the  importance 
of  accurate  classification.  One  will  be  amazed  at  its 
wonderful  possibilities.  If  a  personal  reference  may  be 
pardoned^  the  writer's  own  experience  can  testify  to  this. 

His  file  included  over  two  hundred  folders^  eacli 
containing  at  least  t.en  items^  and  some  as  many  as  a 
hundred.  With  a  memory  not  at  all  abnormal^  he  can 
recall  almost  immediately  any  particular  item^  merely 
upon  mention  of  the  classification. 

This  is  the  principle  employed  by  the  memory 
"sharp"  who  asks  you  to  call  out  numbers,  and  remem- 
bers them  by  association  with  other  numbers.  It  is  the 
underlying  basis  of  all  memory  "systems." 

You  might  see  a  spike-like  cluster  of  white  flowers 
a  hundred  times  without  it  making  any  impression  what- 
ever. You  may  not  even  recall  ever  having  seen  it.  But 
once  learn  its  name  and  botanical  characteristics  (in 
other  words,  classify  it  as  a  hyacinth)  and  you  will  never 
fail  to  recognize  the  flower  at  sight. 


10  The    Advertising    Index 

Soon  you  will  have  a  knowledge  of  the  hyacinth, 
gained  without  special  conscious  effort  on  your  part — ac- 
quired simply  because  classification  and  association  re- 
tained otherwise  insignificant  facts  in  your  mind,  filed 
them  in  the  proper  recess,  and  made  them  instantly  avail- 
able. 

Yet  the  complete,  intelligent  Advertising  Index  is 
rarely  found.  The  young  man  just  commencing  his 
career  is  not  sufficiently  familiar  with  the  practical  side 
of  his  chosen  work  to  classify.  That  ability  comes 
through  experience.  As  he  grows  and  learns,  he  usually 
becomes  too  busy.  Then,  too,  that  very  experience  makes 
him  feel  superior  to  the  Index — and  so  he  is  deprived  of 
an  assistant  capable  of  taking  infinite  worry  and  detail 
from  his  mind. 

The  ideal  method  is  to  begin  the  collection  of  clip- 
pings at  the  very  threshold  of  your  career.  Save  every- 
thing— without  attempting  to  classify.  Let  your  ma- 
terial accumulate  for  a  year  or  two  before  you  tackle  it. 
You  will  then  be  better  able  to  intelligently  classify. 

There  is  but  one  drawback  J:o  this  plan.  It  is  no 
single  evening's  lark  to  carefully  analyze  a  two  year's 
accumulation  of  clippings  of  every  sort  and  description. 
While  an  interesting  and  extremely  instructive  proceed- 
ing, it  is  infinitely  slow.  A  year  of  steady  work,  four  or 
five  evenings  a  week,  may  be  necessary  to  complete  the 
task. 

If  you  have  the  ambition  and  patience,  then  by  all 
means  follow  this  ideal  system.  No  teacher,  book  or 
course  will  ever  give  you  the  thorough  knowledge  that 


A    Guide    for   Student    and    Veteran  11 

results  from  the  thoughtful  analysis  of  current  adver- 
tising. When  you  can  figure  out  rvhy  a  certain  illustra- 
tion was  used,  or  the  reason  for  the  appeal;  the  style  of 
copy;  shape  of  ad  or  any  of  the  hundred  other  factors, 
then  You  Have  It — it  is  yours  for  all  time. 

But  few  have  the  inclination  or  time  for  such  pro- 
tracted methods,  and  the  best  alternative  is  the  recorded 
ekperience  of  others.  It  is  through  books  that  we  gain 
the  benefit  derived  from  experiences,  without  the  neces- 
sity of  we  ourselves  passing  through  them. 

So  it  is  for  the  young  man,  either  in  school  or  just 
commencing  practical  work,  that  this  Advertising  Index 
has  been  compiled.  It  gives  him  an  insight  into  the  ad- 
vertising craft  that  could  otherwise  be  obtained  only  by 
actual  experience.  It  is  a  "ground  floor"  start;  a  six 
month's  advantage. 

Primarily,  The  Index  is  intended  for  the  beginner, 
although  the  gray  head  of  experience  can  also  benefit 
from  its  brief  phrase-classifications,  as  they  remind  him 
of  lessons  already  learned,  which  fickle  Memory  often 
overlooks. 


WHAT   THE   INDEX   DOES 

It  has  been  pointed  out  to  the  student  and  young  ad 
writer  how  he  may  be  served  by  The  Advertising  Index. 
An  ad  no  longer  appears  as  simply  "good"  or  **bad/* 
With  The  Index  classifications  impressed  upon  his  mind, 
he  can  analyze.  Every  illustration  has  a  **why'*  to  him. 
He  notes  the  use  of  "white  space/'  the  kind  of  type,  etc. 
He  can  identify  the  appeal  that  has  been  used. 

He  follows  campaigns,  analyzes  them,  and  discovers 
their  keynotes.  It  is  as  though  an  informed  and  experi- 
enced advertising  man  was  continually  at  his  elbow,  ex- 
plaining everything.  The  advertising  pages  of  maga- 
zines and  newspapers  become,  as  they  should,  his  text 
books. 

When  he  sees  an  ad  worth  keeping,  he  files  it  ac- 
cording to  intelligent  classification,  and  can  instantly  put 
his  hands  on  it  when  wanted.  A  time  will  come  when 
that  item  will  help  solve  some  problem  or  fit  into  an  ad. 

It  may  be  the  question  of  "white  space."  Turning 
to  that  folder,  he  can  quickly  see  how  this  has  been 
handled  by  others.  It  may  be  "appeal"  or  "layout"  or 
any  of  the  factors  that  enter  into  the  ad  man's  daily 
work.  Whatever  it  is,  his  silent  assistant  will  tell  him 
the  "how"  and  the  "why." 

Actual  reference  to  the  folder  for  an  item  will  often 
be  unnecessary.  The  accumulated  effect  of  constant  ob- 
servation and  classification  will  have  filed  it  away  in  the 
brain.     Then  it  becomes  Experience. 

13 


SYSTExM— FOE  OF  DELAY  AND  WORRY 

The  file  when  completed  may  have  three  hundred  dif- 
ferent folders.  But  confusion  quails  before  classifica- 
tion, and  once  the  knack  is  acquired,  clippings  will  be 
found  almost  instantly,  no  matter  how  long  filed. 

As  the  ad  man  grows,  his  file  grows  with  him,  be- 
coming increasingly  valuable.  Above  all,  it  relieves  his 
mind  of  that  secret  dread  (so  often  felt)  that  he  is  not 
"cashing  in"  to  the  fullest  extent  on  his  observations  and 
experience — that  he  is  overlooking  something. 


15 


THE  INDEX  AS  A  REMINDER 

The  Index  renders  another  service  to  the  experienced 
as  well  as  beginners.  Without  any  reference  whatever 
to  the  folders,  it  may  be  used  as  a  guide  in  planning  ad- 
vertisements and  campaigns. 

For  example:  You  may  wonder  just  what  "appeal" 
would  be  best.  After  some  thought^  you  select  one  of 
the  many  that  might  be  used ;  commence  its  development ; 
and  then  suddenly  recall  another  (far  more  effective) 
that  hadn't  occurred  to  you  in  the  first  place. 

With  The  Advertising  Index,  however,  you  simply 
turn  to  the  page  of  "Appeals/'  and  there  before  you  are 
all  that  can  be  used.  It  is  then  merely  a  question  of 
selection.  You  cannot  possibly  overlook  any,  for  they 
are  All  clearly  available.  Back  there,  in  the  recesses 
of  your  gray  matter,  does  not  lurk  the  fear  that 
perhaps,  perhaps,  you  are  overlooking  "something." 

This  is  applicable  to  every  phase  of  the  advertise- 
ment or  campaign.  If  you  are  uncertain  about  the 
"Method  of  Telling  Your  Story,"  a  glance  at  Page  93 
will  remind  you  of  Analogy,  the  Anecdote,  the  Conversa- 
tion, the  Testimonial,  Timeliness,  and  the  rest  of  the 
established  advertising  "Methods." 

The  "Illustration"  page  will  enable  you  to  quickly 
select  from  All  picture-types  the  one  you  think  best 
fitted  for  the  particular  case. 

The  selection  of  Appeal,  Layout,  Method,  Type, 
Color,  et  al — each  can  be  facilitated  by  The  Index. 

17 


18  The    Advertising    Index 

Through  the  experience  accumulated  in  analyzing 
your  material^  you  may  perhaps  find  it  unnecessary  to 
refer  to  The  Index.  But  the  mere  fact  that  it  is  on  your 
desk^  always  available^  will  instil  confidence  and  give 
you  an  easier  mind. 

Should  you  desire  further  information  on  any  spe- 
cific point,  refer  to  the  folder — and  there  it  is !  Have 
you  a  triangle  effect  in  mind.^  A  glance  through  the 
"Triangle"  folder  will  give  you  ideas.  Do  you  want  an 
air  of  class  and  refinement  in  your  ad.^  The  folder  will 
show  you  how  this  effect  can  be  gained. 

And  here  a  word  of  advice:  The  Index  with  its 
wide  range  of  classifications  will  broaden  your  perspec- 
tive. Familiarize  yourself  with  All  its  divisions.  Do 
not  neglect  any  because  they  are  not  within  the  present 
scope  of  your  daily  work.  Observe  and  classify  every- 
thing that  comes  within  the  range  of  The  Index.  You 
can  never  tell  when  the  point  you  noted  today  may  be 
employed  in  your  copy  or  layout. 


THE    AUXILIARY  INDEX 

The  Advertising  Index  is  devoted  to  fundamentals.  It 
is  written  for  the  Advertising  Profession — as  a  guide  to 
its  craftsmen^  without  regard  to  the  use  they  are  mak- 
ing of  their  knowledge. 

Every  well-conducted  Advertising  Department  will, 
in  addition,  carefully  maintain  a  file  of  information  re- 
lating to  its  particular  products. 

The  advertising  man  for  the  grocery  will  have  at  his 
finger's  tips,  the  history  and  use  of  everything  sold  in 
the  store — from  sugar  to  Russian  Caviar.  The  writer 
for  the  department  store,  for  the  motor  car  manufac- 
turer, for  the  tobacconist — each  will  have  his  particular 
data  available. 


19 


THE  FILE  AND  FOLDERS 

The  Index  classifications  have  been  numbered  for  a 
double  purpose.  First:  to  make  reference  easy;  and  sec- 
ond, to  insure  that  you  number  your  folders.  This  is 
particularly  important.  Do  not  attempt  to  find  your 
folders  by  alphabetical  sequence.     Depend  on  numbers. 

The  mind  more  readily  grasps  the  fact  that  "217" 
follows  "216"  than  that  "Pleasure"  is  next  in  alpha- 
betical order  to  "Patriotism,"  under  the  classification  of 
"Appeals." 

Second-hand  folders  will  answer  your  purpose  as 
well  as  new  ones.  If  used  before,  they  can  be  inverted. 
Folders  are  serviceable  even  if  both  sides  have  been  used, 
for  the  index  tab  is  of  little  importance.  Old  folders 
can  be  had  for  a  nominal  sum  from  any  business  house. 

Although  it  is  desirable  to  have  the  classification 
written  on  the  folder,  its  number,  appearing  in  the  upper 
corner,  is    the  essential — like  this: 


An  upright  4-drawer  cabinet  is  best  adapted  for  the  file. 
The  student  may  make  its  equivalent  from  packing 
cases.  Four  drawers  will  be  ample  for  a  long  period 
of  time. 

21 


A —  Appeals 


1. 

Ambition 

2. 

Appetite 

3. 

Comfort 

4. 

Love  of  Country  Life  or  "Back  to  Nature'' 

5. 

Curiosity 

6. 

Economy 

7. 

Pear 

8. 

Home  Love 

9. 

Mother  Love 

10. 

Mystery  or  Romance 

11. 

Ownership 

12. 

Patriotism 

13. 

Pleasure 

14. 

Profit 

15. 

Provision  for  Family 

16. 

Sporting  or  Athletic 

17. 

Vanity 

18. 

Miscellaneous 

23 


Announcements  — A 

19.  Introductory 

20.  Closing  and  Holiday 


24 


APPEALS 

As  YOU  BEGIN  to  obscrve^  you  will  notice  that  some  cer- 
tain fundamental  appeal  is  the  basis  of  every  good  ad- 
vertisement. The  same  appeal  is  often  used  for  differ- 
ent subjects.  Baking  powder,  shoes,  radiators,  phono- 
graphs and  automobiles  can  all  appeal  with  equal  effect 
to  the  instinct  of  "Mother  Love." 

Analyze.  First  determine  the  appeal.  Then  try  to 
decide  why  it  was  used.  The  Index  does  not  attempt  to 
tell  you  the  place  for  the  Appeals  or  their  relative  values. 
That  you  must  decide  for  Yourself.  In  this  way  you 
will  derive  the  greatest  benefit.  It  will  become  part  of 
you. 

Fill  your  folders  with  examples.  Do  not  fear  that  you 
will  file  too  many,  for  as  you  observe  and  analyze,  classi- 
fications will  become  more  and  more  obvious.  The 
simpler  types  will  no  longer  occupy  your  attention. 
Their  identity  will  be  apparent  at  a  glance.  This  dis- 
cernment will  be  a  part  of  you — it  will  be  ExpteRiENCE. 
The  more  you  progress  the  less  you  will  file. 


25 


ANNOUNCEMENTS 

General  classifications^  as  you  will  note,  are  listed  al- 
phabetically. Thus  "Appeals"  comes  first;  accompany- 
ing it  under  "A"  is  ''Announcements." 

Introductory  Announcements  (19) -File  here 
ads  referring  to  store  openings,  introducing  new  prod- 
ucts, etc.  There  is  a  certain  form  to  be  observed  in  this 
class  of  advertising  that  is  sometimes  difficult  to  recall, 
unless  examples  are  available. 

Closing  and  Holiday  Announcements  (20)  -  For- 
mal announcements  of  store  closings  because  of  holidays, 
death,  etc.,  come  under  this  classification. 


26 


B —  Bad  Advertising 

21.  Animal  with  Food  Product 

22.  Irrelevant  Heading 

23.  Too  Crowded 

24.  Miscellaneous 
Booklets  and  Folders 


27 


BAD  ADVERTISING 

By  noting  the  flaws  in  advertisements,  you  can  avoid 
similar  mistakes  in  your  own  work.  No  attempt  has 
been  made  in  The  Index  to  include  all  forms  of  poor 
advertising.  This  is  frequently  a  matter  of  personal 
opinion. 

Animal  with  Food  Products  (21) -The  mistake 
is  occasionally  made  of  objectionably  associating  animals 
with  food  products.  This,  in  the  opinion  of  many  adver- 
tising men,  is  poor  taste,  for  one  can  readily  see  that  the 
picture  of  a  wallowing  pig  or  slimy  frog  does  not  add  to 
the  attractiveness  of  a  food  product. 

Irrelevant  Headings  (22)  -  File  here  ads  in 
which  the  caption  is  not  pertinent  to  text  or  product. 

Too  Crowded  (23)  -  These  are  ads  which  impress 
one  as  containing  too  much  material  for  the  space  em- 
ployed. 

Miscellaneous  (24)  -  This  folder  is  for  the  gen- 
eral filing  of  poor  advertisements. 

Classifications  can  be  added  to  "Bad  Advertising,**  as 
to  any  other  section  of  The  Index,  at  the  discretion  of 
the  filer. 


29 


BOOKLETS  AND  FOLDERS 

No  NUMBER  has  been  assigned  to  this  classification. 
Often  it  cannot  be  kept  in  a  single  folder.  About  half 
an  entire  drawer  should  be  set  aside  for  booklets  and 
folders.  Keep  every  one  that  comes  into  your  hands — 
good^  bad  or  indifferent.  Do  not  attempt  to  classify  as 
you  will  soon  have  so  many  that  it  will  be  impractical. 

Your  collection  of  folders  and  booklets  can  be  used 
in  a  number  of  ways ;  for  copy^  color^  cover  designs^  size^ 
etc.  Thumbing  slowing  through  them  when  you  are 
planning  a  booklet  will  give  you  many  ideas. 


30 


C —  Color 


25.  Black  and  White 

26.  Blue 

27.  Brown 

28.  Red 

29.  Yellow 

30.  Two-color 

31.  Three-color 

32.  Four-color 

33.  Bold  Effects 

34.  Subdued  Eft'ects 

35.  Miscellaneous 


31 


Copy  — C 

36.  ''Colloquial;  Vernacular'^ 

37.  Associative  Instances  Tersely  Told 

38.  Copy  That  Makes  You  Taste 

39.  Copy  That  INIakes  You  F^el 

40.  Slang 

41.  As  You  Would  Tell  It  {First  Person) 

42.  Classic  Style 

43.  One  Sentence 

44.  Short  Sentences 

45.  Copy  Pointers 

46.  Suggestions  and  Ideas 


32 


C Campaigns  {and  their  keynotes) 


47.  Big  Ben 

Picture  of  Product   Predominating 

Excellent  Example   of   ^'Colloquial;    Vernacular" 

Copy 

48.  B.  V.  D. 

' '  Colloquial ;  Vernacular ' '  Copy 

49.  Chalmers, 

Word  Selection — Malces  You  Feel 

50.  Franco- American  Soup 

Classic   Copy  and  Layouts   that   Convey 
Elegance  and  "Tone" 

51.  Gillette's  Decollete  Razor 

Atmosphere  of  Elegance  and  Daintiness 

52.  Kellogg 's  Krnmbles 

Bold  Layouts  —  Picture  of  Product  Predominating 

58.     Overland 

Wonderful  Comparative  Illustrations. 
Appeuls  to  all  Emotions 

54.  Pall  Mall 

Blind  Advertising 

55.  Sanatogen 

Suggestion  —  Appeal  to  Emotions 

56.  Shredded  Wheat 

Bold  Layouts  —  Simple,   Sane   Copy 

57.  Sterling  Gum 

Mystery:  —  Appeal  to  Curiosity 

58.  Van  Dyke  Cigars 

Atmosphere  of  Elegance  Through  the 
Quoting  of  Foreign  Mottoes 

33 


Miscellaneous  — C 

59.  Calenders 

60.  Catalogs 

61.  Circulars 

62.  Circulation 

63.  Competing  Products 

64.  Containers 

65.  Contests 

^Q,  Costs  of  Advertising 


34 


COLOR 

Examples  will  show  you  just  how  colors  have  been 
used.  You  may  find  it  difficult  to  describe  a  certain 
shade  to  your  printer  or  artist.  With  a  display  of  the 
actual  sample^  this  is  a  simple  matter. 

No  attempt  has  been  made,  of  course,  to  include  all 
colors ;  the  idea  given  can  be  followed  out  as  far  as  de- 
sired. 

The  various  colors  are  mentioned  down  to  Classifica- 
tion No.  30.  Use  these  folders  for  ideas,  or  for  filing 
certain  tints  or  shades. 

Two-CoLOR — Three-Color — Four-Color  (30-32) 
Few  ad  men  can  tell  offhand  the  number  of  colors  in  a 
piece  of  work.  Color-work  samples,  with  the  number  of 
colors  designated,  are  obtainable  from  the  catalogs  of 
printers  and  paper  dealers.  File  these  under  their 
proper  classifications  so  that  you  may  become  familiar 
with  multi-color  work. 

Bold  Effects  (33)  -  In  this  folder  save  examples 
of  brilliant,  vivid,  eye-compelling  color  effects. 

Subdued  Effects  (34)  -  Save  subtle,  softened  ef- 
fects gained  by  the  omission  of  bold  colors. 

Miscellaneous  (35)  -  This  folder  is  for  general 
notes  and  articles  on  color-harmony  and  color-combina- 
tion. Not  for  samples — ^just  bits  of  miscellaneous  in- 
formation that  one  picks  up  here  and  there  in  trade 
magazines,  books,  etc. 


35 


COPY 

It  is  on  copy  that  the  beginner  usually  lays  particular 
stress.  To  him  it  is  often  the  sum  and  substance  of  the 
whole  craft.  He  thinks  that  clever,  wonderfully-worded 
copy  (the  kind  "the  boy  Harold"  writes  for  the  literary 
section  of  the  High  School  Annual)  is  all  there  is  to 
Advertising. 

He  seeks  to  acquire  a  "style."  A  Thesaurus  is  his 
constant  companion.  He  ponders  for  hours  over  single 
words,  giving  minor  consideration  to  the  question:  "will 
it  sell  goods?" 

Which  is  all  very  well — if  not  overdone.  It  is  part 
of  Experience.  The  chances  are  nine  out  of  ten  that 
he  comes  through  safely,  with  a  clear,  simple  style  of 
copy,  perhaps  not  as  "clever"  as  the  effusions  of  youth, 
but  nevertheless  one  that  "sells  the  goods." 

Copy  is  an  important  requisite.  Here  again,  the  best 
teacher  is  the  newspaper  and  magazine  page.  There  are 
certain  distinct  types  of  copy.  Learn  the  classifications 
so  you  will  recognize  them. 

'^Colloquial;  Vernacular^'  Copy  (36)  -  One  of 
the  most  popular  and  effective  styles  is  that  written  in 
the  interesting,  snappy,  slangy  vernacular  of  the  day. 
"Big  Ben"  copy  is  a  notable  example. 

While  not  "clever,"  it  has  a  ring  and  swing  that  car- 
ries you  right  along.  The  student  should  pay  particular 
attention  to  this  style.  He  will  find  nothing  startling  or 
out-of-the-ordinary  in  its  construction,  but  it  will  teach 
better  than  anything  else,  the  effectiveness  of  simplicity. 

36 


A    Guide    for   Student    and    Veteran  37 

The  brief  copy  that  occasionally  accompanies  Hart, 
SchaiFner  and  Marx  illustrations  is  of  that  type,  as  are 
many  of  the  automobile  ads. 

Associative  Instances  Tersely  Told  (37) 
"Stripped  to  the  waist,  his  huge  torso  streaming  with 
sweat,  a  workman  swings  the  heavy  iron  core  to  an  iron 
table,  and  wrenches  off  a  tire  which  has  just  come  steam- 
ing from  the  heater." 

Thus  began  a  recent  advertisement  that  aroused  much 
comment.  It  catches  and  holds  the  interest  at  once.  It 
is  an  instance  or  episode,  tersely  told.  This  type  is  often 
used  in  general  or  "good  will"  advertising  by  the  intro- 
duction of  incidents  relating  to  the  use  or  manufacture 
of  the  product.  It  is  the  characteristic  style  of  the  late 
Elbert  Hubbard.  Read  his  work  and  you  will  see  that 
incident  after  incident,  historical,  industrial,  and  other- 
wise, has  been  used. 

Copy  That  Makes  You  Taste  (38)  -This  is  the 
"Appetite"  copy  used  in  food  advertising.  Such  writing 
is  an  art  in  itself  and,  according  to  the  formula,  should 
produce  smacking  of  the  lips  and  watering  at  the  mouth, 
indicative  of  the  reader's  desire  and  hunger  for  the 
delicacy  described.  In  this  connection,  it  is  interesting 
to  note  that  one  of  the  best  pieces  of  "appetite  copy" 
ever  written  came  from  the  pen  of  Washington  Irving. 
Read  in  the  "Legend  of  Sleepy  Hollow,"  his  description 
of  Ichabod  Crane's  flight  of  fancy  as  he  gazed  hungrily 
through  the  doorway  of  old  Baltus  Van  Tassel's  banquet 
hall. 


38  The    Advertising    Index 

Copy  That  Makes  You  Feel  (39)  -  "A  quick  mas- 
sage from  head  to  toe  with  mild,  bubbling,  copious  Ivory 
lather,  a  plunge  into  clear,  cold  water,  a  brisk  rubdown 
and  one  enjoys  that  feeling  of  exhilarating  cleanness 
which  gives  body  and  mind  a  running  start  in  the  day's 
work  and  play." 

Such  copy  makes  you  feel.  Occasionally  you  find  such 
advertising  literature,  full  of  energy  and  life,  that  car- 
ries you  along  bodily  and  makes  you  perform  the  action 
it  suggests.  Your  folder  will  not  contain  many  samples, 
but  treasure  them,  for  they  represent  one  of  the  most 
important  "Copy"  divisions. 

Slang  (40)  -  This  style  is  largely  used  in  advertis- 
ing tobacco.     "Prince  Albert"  is  a  good  example. 

As  You  Would  Tell  It  (First  Person)  (41)  -  This 
is  copy  written  in  the  first  person,  the  ad  appearing  as 
a  letter  or  the  relation  of  personal  experience.  Pyrenc 
and  Community  Silver  advertisements  employed  this 
style. 

Cl^vssic  Style  (42)  -  The  academic  or  classic  style 
of  writing  used  by  the  "bards,"  the  choice  English  of 
the  college  professor's  History  or  Grammar,  is  some- 
times used  to  give  "tone"  and  an  air  of  elegance  to  a 
product. 

One  Sentence  (43)  -  "Brevity  is  the  soul  of  wit" 
— and  good  advertisements  sometimes  contain  but  one 
sentence.  This  copy  has  invariably  been  given  careful 
thought  so  that  it  is  usually  direct,  clear  and  forceful. 


A    Guide    for   Student    and    Veteran  39 

Short  Sentences  (44)  -  How  often  the  ad  man, 
the  reporter — every  professional  writer — hears  this 
counsel.  Short  sentences,  undoubtedly,  impart  a  certain 
force  and  punch.  Listen  to  this:  "Gears  shift  with  the 
slightest  effort.  It  steers  simply.  The  front  wheels 
cling  to  the  crown  of  the  road.  The  rear  are  right  down 
on  the  ground."  The  many  short,  staccato  sentences 
drive  the  message  home  much  better  than  would  a  single 
long  one.     Watch  for  the  short-sentenced  ad. 

Copy  Pointers  (45)  -  P'ile  here  the  articles  and 
pointers  on  copy  writing  often  seen  in  advertising  maga- 
zines. 

Suggestions  and  Ideas  (46)  -  Here  can  be  filed 
actual  examples  of  various  copy  styles  (that  may  or  may 
not  come  under  a  specific  classification)  with  which  you 
wish  to  become  more  familiar,  or  expect  to  use  in  the  fu- 
ture. In  other  words,  this  is  your  **Idea"  folder  on  Copy. 


CAMPAIGNS 

Save  completed  advertising  campaigns.  Analyze  their 
themes.  You  will  note  that  one  dominating  idea  is  car- 
ried through  the  series.  A  few  campaigns  and  their 
''keynotes'*  have  been  listed  in  The  Index^  most  of  which 
you  will  undoubtedly  recognize.  No  attempt  was  made 
to  include  all  that  were  available^  for  many  campaigns 
are  of  local  significance  only.  Enough  have  been  men- 
tioned, however,  to  convey  the  idea. 

Do  not  try  to  analyze  each  ad  of  the  series  as  it  ap- 
pears. Just  clip  and  file  it  in  the  folder,  to  be  consid- 
ered when  the  campaign  is  completed. 

It  is  needless  to  emphasize  to  the  thoughtful  advertis- 
ing man  the  importance  of  the  ''Campaign"  division.  A 
file  of  completed  campaigns  is  an  invaluable  reference, 
embracing  almost  every  factor  of  advertising — copy, 
illustration,  layouts,  etc. 


40 


MISCELLANEOUS 

Calendars  (59)  -  Sometime  during  his  career^ 
every  advertising  man  dabbles  with  the  souvenir  calen- 
dar. Save  examples  of  this  type  of  advertising.  You 
may  never  use  Calendars^  but  the  mere  fact  that  you  have 
given  thought  to  the  subject  and  filed  samples,  makes 
you  a  better  all-around  ad  man. 

Catalogs  (60)  -  This  is  for  catalogs  of  all  descrip- 
tions. Some  day  you  may  have  one  to  compile  and  main- 
tain. 

Circulars  (61)  -  Circulars  that  are  handed  you  on 
the  street,  left  in  your  mail  box,  or  sent  under  first  class 
postage,  come  within  this  classification. 

Circulation  (62)  -  This  is  the  ogre  that  will  con- 
front you  almost  daily  in  your  advertising  work.  Here 
file  odds  and  ends  pertaining  to  the  subject,  circulation 
figures,  etc.  If  a  beginner,  you  will  at  least  know  what 
the  solicitor  is  *'orating'*  about  when  you  experience  his 
first  visit.  You,  Mr.  Veteran,  can,  of  course,  fill  the 
folder  with  pet  facts  and  figures  to  use  as  ammunition 
when  the  representative  of  the  Daily  Echo  drops  in  to 
show  you  why  you're  losing  money  by  not  using  his 
paper. 

Competing  Products  (63)  -  Advertisements  of 
competing  firms  selling  the  same  line  can  be  kept  here. 
It  is  interesting  to  observe  the  varying  methods  used  in 
exploiting  similar  articles. 


41 


42  The    Advertising    Index 

Containers  (64)  -  It  is  often  the  ad  man's  task  to 
create  new  cartons  or  packages.  With  old  established 
concerns,  where  the  container  is  usually  the  cold,  life- 
less pattern  of  many  year's  standing,  he  may  insist  upon 
a  new  package  of  attractive  design  before  starting  the 
campaign  intended  to  place  it  on  the  shelves  of  the 
dealer  and  in  the  hands  of  the  consumer.  Save  samples 
of  pleasing  original  design  for  reference.  Also  articles 
dealing  with  color,  form,  and  other  factors  that  enter 
into  the  problem. 

Contests  (65)  -  The  "guessing"  and  ''prize"  con- 
test is  sometimes  used  as  a  method  of  Advertising.  Learn 
the  **how"  by  filing  examples ;  also  any  special  articles 
that  come  to  your  attention. 

Costs  of  Advertising  {6Q)  -  The  young  ad  man  is 
often  at  sea  concerning  the  cost  of  space,  printing,  art- 
work, and  the  other  things  he  must  purchase.  Show  the 
layman  a  booklet,  ask  his  opinion  of  its  cost,  and  you 
will  be  surprised  how  far  he  misses  the  mark.  When- 
ever you  can,  learn  costs  and  file  the  figures,  together 
with  a  sample  of  the  work,  if  possible. 


D —        Dealer  Advertising 

67.  Dealer  Ads  for  Good  Will 

^S.  Dealer  Helps 

69.  Dealer  Broadsides 

70.  Lists  of  Dealers 

D —       Direct-by- Mail  Advertising' 

71.  Broadsides 

72.  Envelopes 

73.  Envelope  Enclosures 

74.  Follow-Up 

75.  House  Organs 

76.  House  Organs— ''How" 

77.  Mailing  Lists 

78.  Percentage  of  Returns 

79.  Suggestions  and  Ideas 
{Letters — see  Page  84) 

43 


DEALER  ADVERTISING 

The  YOUiSKG  man  just  starting  in  Advertising  often  forms 
his  opinions  only  from  the  consumer  advertising  he  sees 
in  the  pages  of  magazines  and  newspapers.  He  seldom 
sees  a  trade  paper  containing  dealer  advertising. 

Yet  this  is  of  the  greatest  importance.  The  wise  ad- 
vertiser is  fully  as  anxious  to  ''sell  the  dealer"  as  the 
consumer.  Investigation  shows  that  even  where  the  con- 
sumer specifically  asks  for  an  advertised  article^  the 
dealer  can  many  times  switch  him  to  another  brand. 

Familiarize  yourself  with  ''dealer"  advertising.  This 
is  best  accomplished  through  reading  trade  journals. 
Books  which  explain  the  dealer's  function  in  the  scheme 
of  distribution,  like  Cherington's  "Advertising,"  are  also 
helpful. 

Dealer  Ads  for  Good  Will  (67)  -  So  highly  is  the 
good  will  of  the  dealer  valued,  that  ads  are  often  run  for 
no  other  purpose  than  to  cultivate  it.  Although  seen 
most  frequently  in  trade  publications,  they  are  occa- 
sionally found  in  mediums  of  general  circulation. 

Dealer  Helps  (68)  -  This  is  a  most  important  di- 
vision. In  many  Advertising  Departments,  it  constitutes 
the  bulk  of  the  work.  Window  displays,  wall-cards, 
booklets,  signs,  circular  letters,  movie  slides,  blotters, 
catalogs,  etc.,  are  forms  of  Dealer  Help.  Many  articles 
will  be  read  concerning  this  subject.  Save  them,  together 
with  any  actual  examples  of  "dealer  help"  that  you  ob- 
tain. 

45 


46  The    Advertising    Index 

Dealer  Broadsides  (69)  -  Bulky  folders  or  book- 
lets are  often  issued  to  deliver  a  "broadside'*  in  selling 
the  dealer  the  firm's  advertising.  These  generally  con- 
tain proofs  of  the  contemplated  campaign,  together  with 
strong  inducements  for  the  dealer  to  stock  up  so  that  he 
can  "cash  in"  on  the  anticipated  demand. 

Lists  of  Dealers  (70)  -  Ads  sometimes  appear, 
crowded  with  small  type,  containing  nothing  but  the 
names  and  addresses  of  dealers  selling  the  advertised 
article.  These  have  a  two- fold  purpose;  to  impress  the 
dealer,  and  to  inform  consumers  where  the  article  is  sold. 


DIRECT-BY-MAIL  ADVERTISING 

This  is  printed  matter  going  direct  to  the  prospect.  Re- 
sults are  thus  made  directly  traceable.  Direct-by-Mail 
Advertising  constitutes  an  important  division.  Many 
individuals  and  concerns  specialize  on  it  alone. 

At  least  two  magazines^  ''Postage"  and  ''The  Mail 
Bag/'  are  devoted  entirely  to  the  interests  of  Direct-by- 
Mail  Advertising.  These  are  invaluable  for  those  who 
desire  to  know  more  about  the  subject.  The  "Layman 
Printer/'  published  by  the  Multigraph  Co.,  is  also  good. 

Letters,  booklets,  envelope  enclosures  and  broadsides 
are  the  ammunition  used  in  Direct-by-Mail  Advertising. 

Broadsides  (71)  -All  Broadsides  are  not  intended 
solely  for  the  dealer.  Many  are  designed  for  the  con- 
sumer. The  Broadside  is  usually  on  a  large  sheet  of 
heavy  paper  with  three,  five,  or  more  folds. 

Envelopes  (72)  -  Only  recently  have  envelopes 
been  utilized  by  enterprising  advertising  men  to  help 
"put  over"  the  message.  They  are  often  in  the  shape  of 
amusing  cartoons,  copy  or  illustrations  designed  to  ex- 
cite curiosity  concerning  the  matter  within  the  envelope. 

Envelope  Enclosures  (73)  -  These  are  usually 
single  sheet  leaflets,  enclosed  with  statements,  letters,  etc. 

Follow-Up  (74)  -  This  is  the  series  of  letters  or 
booklets  which  follows  the  original  letter  to  the  prospect. 
They  are  intended  to  still  further  convince,  remind,  or 
"close."  File  such  letters  or  folders  here,  together  with 
any  articles  you  read  pertaining  to  the  subject. 

47 


48  The   Advertising   Index 

House  Organs  (75)  -  Little  booklets  are  periodical- 
ly published  by  many  concerns  containing  news  about 
the  product,  factory,  etc.  They  vary  from  handsome 
booklets,  in  color,  containing  numerous  halftones,  to 
single  sheets,  crowded  with  type.  There  are  thou- 
sands of  House  Organs  printed  throughout  the  country, 
both  for  the  dealer  and  consumer.  In  this  folder,  put 
one  copy  of  every  House  Organ  you  find.  Keep  a  com- 
plete file  of  those  that  particularly  interest  you. 

House  Organs — "Horv"  (76)  -  File  here  articles 
dealing  with  the  House  Organ — telling  its  "how." 

Mailing  Lists  (77)  -  These  are  of  the  utmost  im- 
portance in  Direct-by-Mail  Advertising.  They  can  make 
or  break  the  entire  campaign.  For  instance:  how  many 
returns  do  you  think  could  be  obtained  by  sending  de- 
scriptions of  a  high-priced  car  to  a  list  in  the  tenement 
district  of  New  York ;  or  of  a  phonograph  to  the  inmates 
of  a  deaf  and  dumb  asylum.^ 

There  are  firms  who  make  a  business  of  compiling  and 
cataloging  Mailing  Lists.  Get  one  of  their  catalogs  to 
file  in  this  folder,  togt^ther  with  any  articles  you  read 
dealing  with  the  subject.  Here  also  file  any  mailing 
lists  you  may  use. 

Percentage  of  Returns  (78) -What  percentage 
of  returns  should  be  expected  from  a  Direct-by-M^il 
campaign  .f*  Such  knowledge  usually  comes  through  ex- 
perience, but  occasionally  one  reads  pertinent  articles. 

Suggestions  and  Ideas  (79)  -  File  here  general 
articles  and  suggestions  on  Direct-by-Mail  Advertising. 


F —  Miscellaneous 


80.     Fake  Advertising 


49 


MISCELLANEOUS 

Fake  Advertising  (80)  -  One  still  sees  examples 
of  "fake"  or  dishonest  advertising  in  the  daily  press  and 
other  mediums.  It  is,  however,  gradually  being  stamped 
out,  and  in  a  few  years  should  be  extinct.  The  progres- 
sive advertising  man  quickly  learns  that  truth  pays. 
"Truth"  is  the  motto  of  the  Associated  Advertising  Clubs 
of  the  World.  This  organization,  through  its  Vigilance 
Committee,  is  doing  wonderful  work  to  eliminate  dis- 
honest advertising.  , 


51 


G —  General 

81.  Ad  Clubs 

82.  Advertising  History 

88.  Advertising — Inspirational 

84.  "I  Can  Write  Them  INlyself ''— Boss 

85.  Advertising  Humor 
S^.  The  Advertising  Man 

87.  The  Advertising  Department 

88.  ^'It  Pays  to  Advertise" 

89.  Power  of  Advertising 

90.  Psychology  of  Repetition 

91.  Who  Pays  for  Advertising? 


b^ 


GENERAL 

You  WILL  frequently  see  articles  about  advertising  which 
may  interest  you^  though  they  have  no  specific  bearing 
on  your  daily  problems.  These  are  often  inspirational 
in  character.  Some  that  appealed  to  the  writer  are  here 
listed.     They  may  serve  as  a  guide  for  your  selections. 

Ad  Clubs  (81)  -  Every  ad  man  should  belong  to  his 
local  Advertising  Club.  Even  though  its  weekly  meet- 
ings do  not  yield  a  harvest  of  ideas  directly  applicable  to 
his  work^  the  inspiration  and  good-fellowship  that  results 
from  mingling  and  rubbing  elbows  with  other  business 
men  should  make  it  worth  while. 

Above  all^  the  advertising  man  must  be  broad-minded. 
Listening  to  the  many  subjects  of  general  interest  us- 
ually heard  at  an  Ad  Club  meeting  contributes  to  his  de- 
velopment. It  gives  breadth  of  view — advei^tising  itself 
you  can  learn  from  the  profession's  magazines^  books, 
the  advertising  columns,  and  your  daily  work. 

In  this  folder,  file  all  matters  you  wish  to  save  pertain- 
ing to  the  Ad  Club. 

Advertising  History  (82)  -  You  should,  of  course, 
be  familiar  with  the  history  of  your  chosen  work.  Its 
story  dates  back  to  the  very  beginning  of  civilization. 
Historical  articles  are  seen  from  time  to  time. 

Advertising — Inspirational  (83)  -  Reams  of  pa- 
per are  annually  used  to  extol  the  greatness  of  advertis- 
ing, its  power  and  possibilities,  etc.,  etc.  Though  us- 
ually inspirational  and  idealistic  in  character,  you  will 
no  doubt  want  to  save  some  of  these  articles. 

55 


56  The    Advertising    Index 

"I  Can  Write  Them  Myself^^ — Boss  (84)  -  Many 
a  business  man  has  the  mistaken  belief  that  ad-writing 
is  the  easiest  thing  in  the  world.  That  misguided  in- 
dividual sometimes  happens  to  be  the  "Boss."  "I  Can 
Write  Them  Myself/'  one  of  the  standing  jokes  among 
advertising  men^  is  often  the  inspiration  of  cartoon  and 
anecdote. 

Advertising  Humor  (85)  -  The  humor  of  advertis- 
ing is  not  confined  to  the  specimens  sometimes  seen  in 
the  advertising  columns.  Like  most  other  professions^ 
it  has  its  humorous  stories.  Save  these,  for,  sooner  or 
later,  you  will  be  ''making  speeches"  (oh  yes,  you  will) 
and  they  will  come  in  handy. 

Public  speaking  is  part  of  the  advertising  man's  de- 
velopment. Grasp  every  opportunity.  Speak  before  the 
Ad  Club.  Return  to  your  old  Advertising  Class  and  tell 
them  how  you  do  it ;  anything  that  will  give  you  a  chance 
to  stand  on  your  feet  before  an  audience  and  talk.  Have 
something  to  tell.  Swallow  your  fears.  Be  natural^ 
and  you  will  be  surprised  to  find  how  easy  it  is. 

The  Advertising  Man  (86)  -  This  individual  is 
frequently  the  subject  of  sketch  and  fiction  story.  His 
methods,  his  achievements,  his  idiosyncrasies,  his  train- 
ing, etc.,  are  often  recounted.  Naturally,  you  will  be  in- 
terested in  these  articles. 

The  Advertising  Department  (87)  -  The  systems 
of  the  Advertising  Department,  its  equipment,  opera- 
tion, etc.,  will  also  interest  you.  File  here  articles,  book- 
lets and  notes  pertaining  to  the  subject. 


A    Guide    for  Student    and    Veteran  il 

"It  Pays  to  Advertise'"  (88)  -  Americans  become 
familiar  with  this  catchword  almost  as  soon  as  they  can 
talk.  It  is  the  basis  of  innumerable  stories  and  articles. 
A  play  with  the  theme  and  title  "It  Pays  to  Advertise'* 
was  produced  by  George  M.  Cohan. 

Power  of  Advertising  (89)  -  For  years  the  public 
had  only  a  dim  conception  of  the  power  of  advertising. 
It  remained  for  the  Great  War  to  forcibly  demonstrate 
its  real  force.  Every  war  activity,  from  recruiting  and 
food  conservation  to  the  sale  of  bonds^  owed  its  success 
in  a  large  measure  to  advertising. 

Publicity  is  now  regarded  as  one  of  the  greatest  forces 
in  existence.  It  is  a  moulder  of  public  opinion,  a  power 
that  can  change  the  breakfast  habits  of  a  people,  or  save 
and  destroy  nations.  Here  is  another  "General"  sub- 
ject with  which  the  ad  man  should  be  well  acquainted. 

Psychology  of  Repetition  (90)  -  Repetition  is 
frequently  advanced  as  the  psychology  of  advertising. 
"Repetition  is  Reputation."  Many  advertisers  hold  that 
repeating  a  name  often  enough  will  insure  its  success. 
You  should  know  something  about  the  psychology  of  ad- 
vertising— so  file  the  articles  you  read. 

Who  Pays  for  Advertising.^  (91)  -  You  will  often 
hear  this  question  discussed  by  advertiser,  dealer  and 
consumer.  It  has  even  been  the  subject  of  Senatorial 
investigation.  Undoubtedly,  it  will  exist  as  long  as 
Advertising  itself;  at  least,  until  non-advertisers  stop 
dangling  the  bait,  "We  don't  advertise — and  give  you 
the  difference."  Post  yourself  on  this  problem  for  it 
will  come  up  time  and  again. 


H —  Headlines 


92.  Direct  Command 

93.  Curiosity 

94.  Suggestions  and  Ideas 


59 


HEADLINES 

Captions  are  the  cause  of  much  brain-racking,  for  upon 
them  may  depend  the  success  of  the  entire  advertisement. 
Only  a  few  classifications  have  been  indicated  in  the 
division.  More  can  be  added  as  you  identify  them  from 
analysis. 

It  has  not  been  considered  necessary  to  elaborate  on 
the  different  classifications.  You  will  recognize  the 
caption  that  gives  you  a  direct  command  like  ''Become 
a  Cartoonist"  or  "Avoid  the  Hard  Labor  of  Letter  Writ- 
ing," etc.  The  curiosity-arousing  caption  is  also  readily 
identified. 


61 


Illustrations 


95.  Action  Pictures  That  Arrest  Attention 

96.  All  Illustration — (little  or  no  copy) 

97.  Appetizing — (see  '-Appeals") 

98.  Arrow  and  Hand  Pointing 

99.  Before  and  After — (similar  to  Picture  Comparison) 

100.  Picture    Ccmparison  — 

("Our  way"  —  "The  other  ivay") 

101.  Cartoons — (Humor) 

1 02.  Eye-centering 

103.  Pictures  That  Convey  Feeling 

104.  ''Freak"  Illustrations 

105.  '  ^  Kids ' ' —  (See    ' '  Motherlove ' '    under    Appeals) 

106.  ''Girls'^ 

107.  Illustrations  That  Tell  the  Whole  Story 

108.  Hand  Extended  to  Reader 

109.  Irrelevant  Illustraticns 

110.  Picture  of  Product  Predominating 

111.  The  Smile 

112.  ''Sensational"  Pictures 

113.  Use  of  Product 

114.  Visualized  Command 


115.     Suggestions  and  Ideas 

63 


Illustrations  (^Miscellaneous) 

116.  Backgrounds 

117.  Crayon  Drawings 

118.  Good  Cuts 

119.  Poor  Cuts 

120.  Silhouettes 


64 


ILLUSTRATIONS 

The  importance  of  Illustrations  in  Advertising  needs 
no  emphasis.  It  is  obvious  to  the  young  man  as  well  as 
to  the  veteran. 

Yet  it  can  be  safely  said  that  few  have  analyzed  illus- 
trations to  discover  their  underlying  laws^  although  many 
are^  from  experience^  unconsciously  aware  of  them. 

Acting  either  on  impulse  or  after  long  consideration, 
an  ad  man  may  decide  on  a  certain  type  of  illustration. 
There  is  a  possibility,  however,  that  he  may  have  over- 
looked another  type,  far  better  suited.  This  oversight 
would  have  been  avoided  had  a  list  containing  all  the 
fundamentals  of  Illustration  been  available. 

The  Illustration  page  of  The  Advertising  Index  is 
therefore  especially  valuable  to  the  experienced  man.  It 
is  the  product  of  careful  analysis,  and  conclusively  shows 
that  certain,  well-defined  principles  underlie  all  Illustra- 
tions. That  is,  some  twenty  odd  laws  govern  all  the 
pictures  seen  in  advertisements. 

The  same  principle  can  be  adapted  in  various  ways  for 
different  ads.  For  example:  No.  107  which  is  the  "Hand 
Extended  to  Reader"  idea  was  used  in  advertising  an 
adding  machine,  a  soft  beverage,  a  magazine  and  a 
cigarette. 

In  the  first  case,  two  hands  held  out  a  stack  of  bills  to 
the  reader  with  the  caption  "Need  More  Money  in  Your 
Business.^"  No.  2  showed  a  smiling  soda-vendor  at  the 
ball  game,  offering  Coco-Cola  to  the  reader,  and  the 
heading  "Here  You  Are."     No.  S  depicted  a  hand  offer- 

65 


66  The    Advertising   Index 

ing  cigarettes,  while  in  No.  4,  a  smiling  clerk  extended 
the  latest  issue  of  the  advertised  magazine. 

Although  totally  different  products  were  advertised, 
the  same  fundamental  idea  was  used  in  all  the  illustra- 
tions. With  The  Index,  the  young  ad  man  will  soon  be- 
come familiar  with  these  laws,  and  thus  be  able  to  plan 
illustrations  more  intelligently;  at  the  same  time  mak- 
ing easier  the  explanation  of  the  idea  to  the  artist  or 
photographer. 

The  experienced  man,  consulting  this  page  of  The 
Index,  can  decide  just  what  type  of  illustration  is  best 
adapted,  without  the  fear  of  overlooking  any.  It  aids 
him,  too,  in  classifying  the  ads  he  sees.  Ads  can  be  re- 
peatedly observed,  but  without  classification,  the  impres- 
sions they  leave  are  weak  and  evanescent.  Once  classi- 
fied, however,  they  assume  a  distinctly  definite  meaning. 
They  are  recognized  and  more  strongly  impressed  on 
the  mind  every  time  they  are  seen. 

To  the  commercial  artist,  this  page  of  The  Index  is 
valuable  for  reference,  as  a  guide  in  filing,  and  in  other 
ways  which  will  occur  to  him. 

Action  Pictures  That  Arrest  Attention  (95) 
Action  arrests  attention.  Since  this  is  the  primary  ob- 
ject of  advertising,  "action'*  pictures,  either  relevant  or 
irrelevant,  are  used  to  gain  the  result.  The  value  of  the 
irrelevant  picture  for  this  purpose  is  a  moot  question. 

A  good  "action"  picture  was  used  in  announcing  a 
notable  hill-climb  made  by  the  Hudson  Supersix.  It 
showed  the  car  speeding  up  a  hill.     The  action  was  so 


A    Guide   for   Student   and    Veteran  67 

strong  as  to  instantly  arrest  the  eye.     It  told  the  story 
of  the  ad  as  well. 

An  example  of  irrelevant  action  showed  four  runners 
just  leaving  the  line,  with  the  caption  "Off  to  a  Good 
Start."  This  illustration  was  intended  to  advertise  tooth 
powder. 

All  Illustration — {little  or  no  copy)  (96)  -  In 
some  advertisements  the  entire  space,  or  most  of  it,  is  de- 
voted to  the  illustration,  the  copy  being  of  secondary 
importance.  Notable  examples  among  national  adver- 
tisers are  Gold  Medal  Flour  and  Hart,  Schaff'ner  and 
Marx  clothes. 

Appetizing  (97)  -  This  is  the  predominant  type  of 
illustration  in  food  advertising.  The  usual  method  shows 
the  delicacy  being  consumed  with  gusto  by  some  happy 
smiling  individual,  or  so  enticingly  pictures  the  product 
as  to  make  the  "mouth  water."  One  will  soon  become 
familiar  with  the  standard  methods  through  the  pages  of 
women's  publications. 

It  is  well  to  file  these  illustrations  under  "Appetite 
Appeal"  (Folder  No.  2)  and  make  a  cross-reference  on 
the  Illustration  page. 

Arrow  and  Hand  Pointing  (98)  -  Although  an 
elemental  form  of  illustration,  the  arrow  or  pointing 
hand  method  is  still  used  in  good  advertising.  It  always 
arrests  attention.  Variations  of  this  idea  are  seen,  some 
with  the  hand  or  arrow  in  odd  positions,  or  with  the  art 
work  so  well  executed  as  to  compel  attention.  Save  ex- 
amples of  this  type. 


68  The    Advertising    Index 

'^Before  and  After^^  and  Picture  Comparison 
(99-100)  -  This  is  perhaps  the  most  common  form  of 
illustration.  It  may  be  divided  into  two  general  classes, 
as  has  been  done  in  The  Index — those  depicting  "our 
way"  and  the  "other  way/'  and  the  "before  and  after'* 
kind.  File  the  former  in  folder  No.  100;  the  latter  in 
folder  No.  99- 

Cartoons  (Humor)  (101) -These  are  becoming 
quite  popular,  usually  taking  the  form  of  caricatures, 
funny  figures  drawn  in  the  ad,  or  "comic  strips"  such  as 
are  often  seen  in  newspapers.  Good  judgment  is  neces- 
sary when  cartoons  are  employed  for  they  are  apt  to  de- 
feat their  purpose.  The  reader  may  smile  at  the  humor 
and  forget  the  ad.  Observe  carefully  how  others  have 
used  them. 

Eye-centering  (102) -The  purpose  of  these  de- 
signs is  to  focus  the  eye  on  some  particular  spot  in  the 
ad.  Although  generally  accomplished  by  the  arrow  or 
pointing  hand  {Folder  No.  98),  some  advertisers  extend 
the  idea  and  use  complex  geometrical  designs  that  the 
eye  cannot  resist.     The  spiral  is  a  common  device. 

Pictures  That  Convey  Feeling  (103) -As  the 
gifted  writer  conveys  "feeling"  through  words,  some 
artists  accomplish  the  same  result  with  pictures. 

A  picture  showing  an  energetic,  buoyant,  rubber- 
heeled  walker  immediately  arouses  a  responsive  feeling. 
You  want  to  go  to  the  nearest  shoe  store  and  buy  a  pair 
of  those  rubber  heels. 

They  are  wonderful,  these  illustrations  that  actually 


A    Guide   for  Student   and    Veteran  69 

live  and  breathe,  and  imbue  one  with  their  spirit.  Watch 
for  them,  and  guard  your  clippings  jealously.  Your 
folder  will  not  contain  many  for  they  are  few  and  far 
between,  but  find  some — to  give  nourishment  to  your 
ideals — and  to  show  your  artist. 

"Freak'^  Illustrations  (104) -A  common  evi- 
dence of  misdirected  "originality"  on  the  part  of  the 
young  advertising  man — and,  alas,  the  old  one,  too — is 
the  "freak"  illustration.  Conglomerations  of  spirals, 
strange  shapes,  etc.,  that  attract  attention,  and  nothing 
more,  are  nearly  always  a  waste  of  money.  Clip  and 
file  some  as  examples  of  what  to  avoid. 

^'KiDs'^  (105)  -  Children,  always  interesting,  are 
often  very  effectively  used  in  Illustration.  File  examples 
under  "Motherlove  Appeal"  {Folder  No.  9),  using  this 
number  as  a  cross-file. 

"Girls'^  (1^6)  -  Although  no  longer  so  widely  used, 
the  "pretty  girl"  illustration  is  still  popular.  While  al- 
ways attractive,  its  use  has  been  so  promiscuous  as  to 
greatly  weaken  its  appeal.  Watch  the  trend  of  the 
"pretty  girl"  method. 

Illustrations  That  Tell  the  Whole  Story 
(107)  -  The  Illustration  Ideal  is  one  that  tells  the  entire 
story  at  a  glance,  needing  no  copy,  except  for  emphasis. 
The  famous  Valspar  picture  that  shows  a  kettle  of  boil- 
ing water  being  poured  over  a  Valsparred  dining  table, 
is  a  splendid  example. 

Watch  constantly  for    "Illustrations    That    Tell    the 
Whole  Story"  so  that  you  may    acquire    the    knack    of 


70  The    Advertising   Index 

planning  such  pictures.     Remember,  comparatively  few 
people  take  the  time  to  read  advertising  copy. 

Hand  Extended  to  Reader  (108) -You  would 
stop,  or  at  least  hesitate,  if  a  handful  of  money  were 
suddenly  shoved  at  you.  Many  advertisers  use  this  idea 
in  illustrations,  showing  an  outstretched  hand  extending 
money,  or  the  advertised  product,  to  the  reader. 

Irrelevant  Illustrations  (109)  -  There  is  still  the 
advertiser  who  uses  a  picture  because  it  looks  "pretty,'* 
regardless  of  its  connection  with  the  advertised  product. 
However,  this  only  confuses  the  reader  and  causes  him 
to  overlook  the  real  message. 

Picture  of  Product  Predominating  (HO)  -  Many 
ads  contain  for  illustration  a  predominating  picture  of 
the  product.  This  is  particularly  true  in  the  case  of  new 
products.  Here  the  intention  is  to  impress  the  package- 
design,  or  the  article  itself,  upon  the  mind  of  the  public. 
Food  manufacturers  frequently  use  this  method,  so  that 
customers  will  recognize  the  package  on  the  grocer's 
shelf.     It  is  also  employed  to  prevent  substitution. 

The  Smile  (111) -Like  the  "Girl"  picture,  an- 
other old  illustration  standby  is  the  "Smile."  It  may 
be  a  pretty  girl,  a  child,  or  a  caricature,  but  in  each 
case,  a  broad  smile  spread  over  the  features,  permeates 
the  ad.  Always  attractive  and  catching,  the  smile  is 
considered  a  good  form  of  illustration. 

"Sensational"  Pictures  (112)  -  Pictures  some- 
times depend  upon  a  sensational  or  startling  effect  to 
arrest  attention.     This  type  is  often  seen  in  the  adver- 


A    Guide    for  Student   and    Veteran  71 

tisements  of  motion  picture  serials ;  usually  taking  the 
form  of  a  sinister^  hideous_,  melodramatic  face^  hand^  etc. 
Like  "Action''  pictures^  their  purpose  is  to  stop  the  eye* 

Use  of  Product  (113) -This  type  is,  of  course, 
familiar  to  every  one.  Calling  attention  to  the  use  of  a 
product  often  awakens  a  need  for  it.  Although  princi- 
pally employed  in  food  advertising,  other  lines  are  adopt- 
ing this  method.  It  is  explained  further  in  connection 
with  Folder  No.  l63. 

Visualized  Command  (114) -A  direct  command 
given  in  the  caption,  and  then  visualized  by  the  illustra- 
tion, becomes  doubly  effective.  An  inquiry-seeking  ad 
with  the  question,  "Why  Haven't  You  Clipped  This 
Coupon.'^"  emphasized  its  impression  by  the  picture  of  a 
long  pair  of  shears  cutting  out  the  coupon  in  the  corner. 
Another  ad  commands  you  to  "Write  It  In  the  Speci- 
fications" and  shows  a  typewritten  page  of  specifications 
reading:  "Walls  to  be  10  inches  in  thickness.  The  best 
Portland  Cement  to  be  used  in  all  Concrete  work."  A 
line  has  been  drawn  through  the  first  three  words  of  the 
last  sentence  and  "Lehigh"  inserted  in  ink,  with  a  finger 
pointing  to  the  correction  .  .  .  inferring  that  "Lehigh" 
is  "the  best."  Visualizing  command  in  the  illustration  is 
an  effective  means  of  driving  home  the  message,  and  is 
worthy  of  more  extensive  use. 

Suggestions  and  Ideas  (115) -The  advertising 
man  must  be  able  to  adapt.  Rarely  can  he  hit  upon  an 
entirely  "original"  idea.  He  usually  finds  later  that  his 
"inspiration"  bears  the  earmarks  of  past  usage. 


72  The    Advertising   Index 

**Ideas"  are  really  individual  developments  of  things 
previously  seen  or  heard.  To  produce  ad  after  ad,  day 
after  day,  the  advertising  man  must  therefore  be  able  to 
adapt  the  ideas  of  others  to  his  own  problems.  This  is 
not,  in  any  sense,  imitation  or  plagiarism.  To  so  modify 
and  develop  other  productions  that  they  will  fit  your  own 
particular  case,  is  an  art  in  itself. 

For  this  purpose,  most  advertising  men  have  what  is 
known  as  an  "Idea'*  folder.  Here  they  file  clippings  to 
be  used  as  material  for  adaptation.  In  this  connection, 
it  is  well  to  note  that  the  suggestion  possibilities  of  a 
clipping  are  not  always  apparent  at  first  glance.  It  may 
be  thumbed  over  a  dozen  times  before  the  **happy 
thought"  is  struck. 

In  this  folder,  file  your  illustration  ideas  or  sugges- 
tions. Keep  it  full,  for  it  will  often  save  the  day  for  you. 
Do  not,  however,  fill  it  indiscriminately,  for  it  then  be- 
comes useless.  Your  "Idea"  folder  gains  in  value  as  you 
read  and  analyze. 


ILLUSTRATIONS    (Miscellaneous) 

You  Have  thus  far  considered  the  underlying  motives  of 
illustrations.  Now  observe  some  of  their  mechanical 
phases. 

Backgrounds  (1  16)  -  Backgrounds  are  often  used 
to  produce  certain  effects  in  illustrations.  The  gray  tone 
of  the  Ben  Day  screen  or  drawn  background  lends  an 
air  of  softness,  refinement  and  elegance  to  an  ad.  Be- 
come familiar  with  this  method,  for  you  will  no  doubt 
wish  to  use  it  some  day. 

Crayon  Drawings  (117)  -Keep  a  few  samples  on 
hand  for  suggestions. 

Good  Cuts  (118) -One  often  sees  in  high  class 
booklets,  catalogs  and  magazines,  exceptionally  good 
specimens  of  the  engraver's  art.  Your  standards  of 
what  to  expect  from  the  artist,  engraver  and  printer  will 
be  developed  by  observation  of  such  work.  Keep  a  well- 
filled  folder  available  for  reference. 

Poor  Cuts  (119)  -  It  is  by  observation  and  analysis 
that  we  profit  from  others'  mistakes.  Keep  a  file  of 
"horrible  examples" — badly  executed  drawings,  poorly 
registered  cuts,  etc.     It  will  save  you  dollars  and  cents. 

Silhouettes  (120) -Keep  samples  of  these  all- 
black  effects  on  hand  for  reference. 


73 


Miscellaneous 


121.     Judging  Your  Ad 


75 


MISCELLANEOUS 

Judging  Your  Ad  (121)  -The  advertising  man 
often  asks  himself,  "How  can  I  tell  if  my  ad  is  good?" 
One  will  occasionally  see  articles  dealing  with  this  sub- 
ject, considering  either  specific  points  or  outlining  the 
ad  in  general.  The  best  critic  is  your  own  trained  judg- 
ment. Analyze;  observe;  s-tudy;  and  you  will  soon 
acquire  that  sixth  sense  of  perception  which  will  make 
your  ads  **look  right"  or  wrong  at  the  first  glance. 


n 


K —  •        Miscellaneous 


122.     Keying 


79 


MISCELLANEOUS 

Keying  (122) -This  is  to  identify  an  ad  so  that 
direct  results  can  be  traced.  An  ad  carrying  a  return 
coupon  may  bear  the  address  609  State  St.,  in  one  maga- 
zine, 611  in  another,  and  so  on.  A  query  directed  to  609 
State  St.  is  accordingly  identified  as  originating  from 
Magazine  No.  1. 

This  is  another  of  the  little  knacks  that  are  part  of 
"knowing  the  ropes.*'  You  should  be  familiar  with 
"Keying"  even  if  you  never  use  it. 


WK  "^  81 


Layouts 


123.  Giving  the  Ad  Personality 

124.  Creating  Atmosphere  of  Long  Use 

125.  Creating  Atmosphere  of  Class;  Elegance 


Layouts  {Arrangement) 


126.  The  Circle 

127.  The  Triangle 

128.  Newspaper  ''Readers" 

129.  Small  Ads 

130.  Too  Crowded 

131.  All  Type 

132.  White  Space 

133.  Full  Page  Ads 

134.  Suggestions  and  Ideas 

83 


Letters 


135.  Answer  to  Inquiry 

136.  Collection  Letters 

137.  Opening  Paragraphs 

138.  Closing  Paragraphs 

139.  Invitation  Letters 

140.  Selling  Letters 

141.  Selling  Letters— '' How  ^ ' 

142.  ^^Good  Wiir'  Letters 

143.  Tactful  Letters 

144.  ^' Thank  You^'  Letters 

145.  The  Letter  Head 


84 


LAYOUTS 

It  Is  Possible  to  give  atmosphere  to  an  ad  through  the 
layout^  i.  e._,  convey  the  desired  impression  at  the  first 
glance,  before  the  copy  is  read.  Personality,  long  usage, 
and  elegance  are  three  atmospheres  generally  sought,  and 
there  are  standardized  methods  of  obtaining  them. 

Giving  the  Ad  Personality  (123)  -  Personality  in 
an  ad  is  like  personality  in  a  man.  Having  it,  he  is  dis- 
tinguished from  the  mass  and  remembered.  Just  what 
personality  is  varies  with  the  individual.  Sometimes  it 
is  poise  and  quietness  of  manner.  Again,  it  is  sheer  force 
and  dominance.  These  same  traits  can  be  suggested  by 
advertisements. 

There  are  ads  which  you  would  recognize  even  if  the 
name  were  omitted.  They  have  certain  characteristics. 
Look  for  these  ads  and  analyze  them.  Pleasing  or  dom- 
inating complete  effects  may  be  analyzed  into  certain 
specific  factors  that  are  responsible  for  the  general 
result.  It  may  be  type  face,  arrangement,  layout,  illus- 
tration, or  any  of  a  dozen  features.  Analyze,  and  you 
will  be  able  to  give  your  own  ads  the  magic  cloak  of 
"personality." 

Creating  Atmosphere  of  Long  Use  (124)  -This 
is  sought  in  advertising  certain  beverages,  food  products, 
etc.  One  such  campaign  pictured  a  series  of  historical 
events,  which  subtly  conveyed  the  association  of  the  pro- 
duct's long  use. 


85 


86"  The    Advertising   Index 

Creating  the  Atmosphere  of  Class;  Elegance 
(125)  -  A  classic  effect  will  be  noticed  in  many  advertise- 
ments. They  surround  the  product  with  an  aura  or  halo 
that  unconsciously  creates  an  impression  of  elegance  and 
class.  Jewelers^  hotels,  soap  manufacturers,  department 
stores  .  .  .  all  use  this  method  to  attract  certain  clientele. 

Carefully  analyzing  these  ads,  you  will  discover  that 
there  are  basic  methods  used  to  impart  the  desired  at- 
mosphere. 

For  example,  a  background  of  vertical  stripes  creates 
the  atmosphere  of  refinement.  Flowers  in  the  ad  con- 
vey a  similar  impression.  White  space,  border,  type  and 
other  factors  of  the  layout  may  also  be  used. 

Originality,  except  in  a  born  genius,  comes  only  after 
thorough  acquaintance  with  the  established  order.  You 
will  be  far  better  equipped  to  evolve  new  methods  for 
suggesting  class  and  elegance  once  you  know  those  al- 
ready in  use.  Otherwise,  you  will  often  find  your  * 'orig- 
inal" idea  overlapping  another  of  long  standing. 

For  this  reason,  as  well  as  for  the  understanding  and 
breadth  gained,  it  is  well  to  continually  analyze  the 
handiwork  of  fellow-craftsmen. 

So  learn  the  established  methods  of  giving  "class"  to 
an  ad.  They  are  not  taught  .  .  .  usually  being  unpremedi- 
tated results.  Observation,  however,  will  show  you  the 
"how." 


LAYOUTS    (Arrangement) 

The  Advertising  Man  may  see  circle  effects,  triangle 
layouts  or  full  page  ads  by  the  score,  but  let  him  be  con- 
fronted with  the  task  of  designing  one,  and  he  is  often 
puzzled  just  how  to  proceed.  Therefore,  it  is  well  to 
keep  examples  of  all  layout  styles  for  patterns. 

The  Circle  (126) -The  circle  may  be  effectively 
used  in  layout  as  a  relief  from  the  conventional  rectangu- 
lar shapes. 

The  Triangle  (127)  -Another  form  of  geometric 
layout  which  you  may  sometime  want  to  use. 

Newspaper  "Readers"  (128) -These  are  the  ads, 
very  popular  with  patent  medicine  makers,  set  up  to  look 
like  news  items.  It  is  a  style  avoided  by  the  legitimate 
advertiser.  However,  "Knowledge  is  Power,"  so  keep 
your  eyes  open  and  save  clippings. 

Small  Ads  (129)  -You  will  be  amazed  to  observe 
how  effective  a  four  or  even  two-inch  ad  can  be  made.  A 
well-filled  folder  of  good  small  ads  will  instantly  dispel 
the  misconception  that  large  space  is  essential  to  suc- 
cessful advertising. 

A  large  ad  may  accomplish  its  purpose  through  sheer 
size,  but  a  small  ad,  unless  it  is  good,  will  be  overlooked. 
The  small  space,  therefore,  generally  receives  more 
thought,  and  often  overshadows  its  brother  of  broader 
dimensions  in  layout  effectiveness. 

New  York  City  newspapers,  particularly,  carry  good 

87 


B8  The    Advertising   Indea* 

small  ads.     Space  is  so  valuable  that  few  can  afford  big 
areas^  the  result  being  highly  developed  small  ads. 

Too  Crowded  (130)  -Some  ads  instantly  give  the 
impression  of  being  too  crowded.  It  is  easy  to  fall  into 
the  habit  of  forcing  too  much  into  your  space.  A  folder 
of  "horrible  examples*'  will  help  to  avoid  this  fault. 

All  Type  (131) -Like  the  "All  Illustration"  ad, 
there  is  also  the  "All  Type'*  style.  This  carries  no  illus- 
tration whatever,  depending  entirely  upon  the  copy  and 
its  pleasing  arrangement  in  type.  This  layout  is  used 
for  variety  ...  or  lack  of  funds  for  artwork. 

White  Space  (132) -File  here  examples  of  lay- 
outs where  white  space  is  predominant. 

Full  Page  Ads  (133)  -  Unless  thoroughly  experi- 
enced in  this  work,  it  is  difficult  to  know  just  how  to 
begin.  Reference  to  the  folder  will  soon  answer  this 
question  and  furnish  ideas. 

Suggestions  and  Ideas  (134)  -  This  is  your  "idea" 
folder  on  layouts.  Keep  any  ads  that  strike  your  fancy, 
either  for  future  adaptation  or  suggestion. 


LETTERS 

Although  Letters  are  a  form  of  Direct-by-Mail  Adver- 
tisings their  importance  justifies  a  separate  division. 
Many  articles  are  printed  concerning  letter-writing. 
Some  deal  with  openings  for  letters,  others  with  the 
closing  paragraph,  the  letter  as  a  whole,  etc.  File  them 
under  their  respective  classifications,  together  with  any 
actual  examples  you  may  obtain.  There  are  many  good 
books  on  this  subject.  If  you  make  notes  while  reading 
them,  file  them  where  they  will  be  available. 

Answer  to  Inquiry  (135) -These  are  form  let- 
ters written  in  answer  to  inquiries  arising  from  coupons. 

Collection  Letters  (136)  -  Although  you  may 
never  be  called  upon  to  collect  money  by  mail,  it  is  well 
to  know  something  about  the  construction  of  Collection 
Letters.  They  are  often  good  examples  of  diplomacy 
and  tact.  You,  of  course,  will  never  receive  any  of  these 
letters,  but  you  will  see  numerous  magazine  articles  that 
may  go  into  this  folder. 

Opening  Paragraphs  (137)  -  A  good  letter  arouses 
attention  and  interest  in  its  first  paragraph.  No  matter 
how  interesting  the  rest  may  be,  the  letter  is  doomed  to 
the  waste  basket  unless  its  opening  sentences  make  you 
continue  reading. 

Articles  worth  saving  frequently  appear  on  this  sub- 
ject. Observe  letters  that  come  to  your  notice  and  file 
them  if  the  opening  paragraph  is  good.  Thus  you  will 
acquire  a  collection  to  which  you  can  refer  for  ideas. 

89 


90  The    Advertising   Index 

Closing  Paragraphs  (138)  -  A  very  important  part 
of  a  letter  is  the  close.  It  can  be  made  the  final  "clinch- 
er" that  convinces  and  begets  action.  On  the  other 
hand^  a  good  letter  with  a  weak  ending  usually  results  in 
another  victim  for  the  waste  basket. 

Analyze  final  paragraphs.  See  how  one  forcibly 
"drives  home"  the  letter's  arguments,  how  another 
induces  immediate  action  by  pointing  out  the  disadvan- 
tage of  delay,  etc.  Observe  a  few  good  "closers"  and 
you  will  never  again  conclude  a  letter  with  "Thanking 
you  for  your  prompt  attention,"  or  "Trusting  that  we 
may  be  able  to  get  your  business,"  etc. 

Invitation  Letters  (139)  -  Invitations  to  new  store 
openings,  sales,  etc.,  are  extended  through  formal  or  in- 
formal letters  or  printed  announcements.  When  the 
occasion  arises,  their  conventional  style  can  soon  be  re- 
called from  samples  in  the  file. 

Selling  Letters  (140)  -  This  most  important  type 
of  letter  is  the  closest  approach  to  the  living,  breathing 
salesman.  Many  so-called  selling  letters  couldn't  sell  a 
cork  jacket  to  a  drowning  mariner,  but  occasionally  one 
is  seen  that  really  attracts,  convinces  and  sells.  Save 
these;  and  if  you  wish,  also  start  a  folder  for  poor 
examples. 

Selling  Letters  -  "i/ow""  (141) -A  subject  that 
covers  reams  and  reams  of  paper  is  "How  to  Write  a 
Selling  Letter."  Many  of  these  articles  are  good,  and 
should  be  filed. 


A    Guide   for  Student   and    Veteran  91 

"Good  Will'*  Letters  (142) -These  differ  from 
selling  letters  in  the  respect  that  there  is  no  direct  com- 
mand expressed  or  immediate  action  urged.  Many  con- 
cerns periodically  write  such  letters,  not  to  dispose  of  any 
particular  item,  but  to  **sell  the  house/'  the  service,  in- 
tegrity, etc.  "Good  Will"  letters  should  be  filed  apart 
from  those  that  carry  direct  selling  messages. 

Tactful  Letters  (143) -A  shoe  house  put  this 
enclosure  in  every  package  of  shoes: 

"A  Fortune  for  a  New  Process.  A  large-sized,  ready- 
made  fortune  awaits  the  person  who  shall  invent  a  new 
process  for  making  patent  enamel  for  leather  that  will 
not  check  or  crack.  Up  to  the  present  moment  no  maker 
of  patent  or  so-called  'shiny'  leather  has  been  able  to 
turn  out  a  product  that  he  can  guarantee  against  check- 
ing or  cracking.  For  this  reason,  patent  leather  is 
always  sold  at  the  buyer's  hazard,  etc.,  etc." 

Here  is  an  example  of  tact.  Instead  of  bluntly  in- 
forming the  buyer  that  patent  leather  shoes  would  not 
be  guaranteed,  the  point  is  brought  out  in  an  indirect 
diplomatic  manner  which,  without  the  reader's  knowl- 
edge, conveys  the  same  idea. 

Tact  is  a  precious  quality  in  a  letter,  particularly  in 
those  dealing  with  complaints.  A  blunt  letter  to  an  irri- 
tated customer  may  result  in  the  loss  of  his  business. 
Save  the  tactful  letters  that  you  occasionally  see. 

"Thank  You"  Letters  (144) -A  courteous  letter 
of  thanks  humanizes  an  institution  and  strengthens  its 
ties  of  friendship,  just  as  courtesy  does  between  friends. 


92  The   Advertising   Index 

The  Letter  Head  (145)  -Advertising  men  have 
recently  been  devoting  more  attention  to  the  letter  head. 
If  you  analyze,  you  will  see  that  many  ordinary  designs 
are  inartistic,  meaningless  and  perhaps  actually  repell- 
ing. 

The  well-designed  letter  head  is  attractive,  distinctive, 
full  of  meaning,  and  yet  not  so  prominent  as  to  detract 
attention  from  the  message. 

Louis  Victor  Eytinge,  the  noted  authority  on  letter 
writing,  says,  "The  letter  head  is  the  most  neglected  tool 
in  the  advertising  man's  kit,  when  it  should  be  the  one 
most  serviceable.  Too  often,  it  is  a  hodge-podge  of 
inharmonious  typography  or  a  smeary  spread  of  factory 
picture  or  futurist  color  design,  taking  up  more  than  half 
the  area  of  the  sheet.  The  stationery  can  be  made  one 
of  the  strongest  supporters  of  the  campaign."    . 

Save  samples  of  good  letter  heads;  also  the  other 
kind,  so  you  will  know  what  to  avoid  as  well  as  emulate. 


M— Methods  of  Tel  ling-  Ad- Message 

146.  Address 

(Attracting  attention  of  group  you 
wish  to  interest) 

147.  .Advertising  *' Characters'' 

148.  Analogy 

149.  Anecdote 

150.  Anecdote — Historical 

151.  Anticipating  Objection 

152.  ^' Blind"  Advertising 

153.  Connection  with  Past  Experience 

154.  Conversational 

155.  ^^ Reason  Why'' 

156.  Soliciting  Inquiries 

157.  Reminders 

158.  Repetition  of  Name 

159.  Suggestion 

160.  Teasers 

161.  Testimonials 

162.  Timeliness 

163.  Use  of  Product 

93 


Miscellaneous  — M 


164.     Mediums 


94 


METHODS    OF    TELLING   AD-MESSAGE 

You  Will  Discover  by  observation  that  there  are  funda- 
mentals underlying  the  advertisement  as  a  whole.  That 
is^  there  are  well-defined^  standardized  methods  of  telling 
the  story  in  an  ad.  Like  the  basic  principles  of  Illustra- 
tion, most  ad  men  know  them,  but  unconsciously. 

As  does  The  Index  Page  of  "Illustrations/'  this  divi- 
sion provides  a  reminder  for  the  seasoned  advertiser. 
To  the  student,  it  is  an  invaluable  insight  into  Experi- 
ence that  enables  him  to  observe,  and  thus  learn. 

Address  (146)  -  One  of  the  first  problems  is  to  gain 
the  attention  of  a  particular  group  out  of  the  countless 
numbers  who  read  the  newspaper,  magazine  or  other 
medium  of  general  circulation. 

The  method  is  just  what  you  would  use  in  singling 
out  an  individual  from  a  crowd.  You  would  call  "Hey, 
John  Jones,**  or  "Sam  Brown,"  or  whatever  might  be  his 
name.  In  advertising,  this  is  done  in  two  ways,  directly 
and  indirectly. 

First:  by  simply  calling  the  name  of  your  group 
through  a  heading  like  "Ford  Owners"  or  "Of  Interest 
to  Architects  and  Builders"  or  "This  is  an  Advertise- 
ment for  Mothers"  or  "Say  Kids !"  In  such  ads  there  is 
no  mistaking  the  "address." 

The  second  method  gains  the  same  object,  with  a 
little  more  finesse.  It  is  usually  done  with  an  illustra- 
tion which  depicts  the  product  in  such  a  way  as  to  insure 
the  attention  of  a  certain  group. 


95 


96  The    Advertising   Index 

An  example  of  this  type  advertised  grape  juice  to  the 
boarding  school  girl  as  the  beverage  for  her  little 
"spreads."  It  showed  a  group  of  girls  in  a  pennant-dec- 
orated room  busy  with  party  preparations,  the  grape 
juice  occupying  a  prominent  place  in  the  foreground. 
Though  the  ad  carried  no  caption,  it  surely  caught  at 
once  the  eye  of  every  school  girl. 

The  matter  of  address  is  essential.  However  good 
your  ad  may  be  otherwise,  it  is  worthless  unless  it  attracts 
the  attention  of  the  individuals  for  whom  it  is  intended. 

Advertising  "Characters"  (147)  -Velvet  Joe,  the 
Cream  of  Wheat  Chef,  and  the  Gold  Dust  Twins  are 
among  notable  examples  of  this  method. 

Analogy  (148)  -  Products  are  sometimes  compared 
with  other  objects  in  order  to  impress  the  reader.  A 
popular  automobile  called  itself  the  "Siege  Gun  of  Motor 
Cars,"  and  the  advertisements  pictured  it  beside  one  of 
the  immense  guns.  The  picture  of  a  bowl  of  breakfast 
food  resting  on  a  book,  with  other  volumes  in  the  back- 
ground, bore  the  caption  "Food  for  Thought."  This,  of 
course,  was  intended  to  convey  the  idea  of  a  food  for 
brain  workers. 

Anecdote  (149)  -  The  great  popularity  of  romance 
and  story  is  evidenced  by  the  widespread  sale  of  fiction 
magazines.  Only  recently,  however,  have  advertisers 
realized  the  value  of  this  method.  Increasing  numbers 
of  anecdote  or  story-ads  are  appearing.  They  compete 
in  interest-value  with  the  fiction  pages,  signed  by  popu- 
lar authors,  found  in  the  front  of  the  magazine. 


A    Guide   for  Student    and    Veteran  97 

The  anecdote^  when  properly  used^  is  one  of  the  most 
effective  ways  of  presenting  your  points.  It  is,  however, 
difficult  to  get  the  right  kind  of  short,  pertinent  stories. 
These  may  come  from  two  sources — either  the  actual 
use  of  the  article  itself,  or  from  general  literature, 
speeches,  etc.  Keep  your  eyes  and  ears  always  open  for 
interesting  stories  that  can  be  woven  into  ads.  Many 
believe  the  anecdote  is  one  of  the  most  promising  possi- 
bilities in  good  advertising. 

Anecdotes — Historical  (150)  -History  is  replete 
with  interesting  stories  that  have  furnished  themes  for 
countless  books.  Why  not  utilize  them  for  advertising 
which,  after  all,  is  but  another  form  of  literature  ? 

It  is  obvious  that  such  captions  as  "Alexander  the 
Great  Ordered  Shaving  to  Ensure  Victory,*'  or  **Na- 
poleon  was  Deathly  Afraid  of  a  Razor,'*  or  "Lord  Ches- 
terfield Hired  a  Man  to  Help  Him  Shave,"  which  were 
used  by  a  famous  safety  razor  concern,  at  once  arouse 
interest  and  compel  further  reading.  Each  story,  of 
course,  emphasized  some  particular  feature  of  the  razor* 

The  advertising  man,  like  the  author,  should  avail 
himself  of  History.  Observe  how  others  employ  this 
method.     Bear  it  in  mind  when  you  are  reading  history. 

Anticipating  Objections  (151)  -The  good  sales- 
man does  not  wait  for  the  customer  to  raise  objections. 
He  answers  them  before  they  are  voiced,  and  thus  often 
convinces.  The  same  idea  may  be  used  in  Advertising. 
Thus  the  objection  is  expressed  at  the  very  beginning 
of  the  ad,  followed  by  the  answer.     This  is  an  effective 


98  The    Advertising   Index 

method  with  products  used  by  practical,  calculating  buy- 
ers, such  as  business  executives. 

A  multigraph  concern  successfully  followed  this  plan 
by  picturing  in  each  ad  a  typical  business  man  asking  a 
typical  question,  such  as,  "Can  I  Get  as  Good  Work  as 
You  Do?"  "Will^Do  All  My  Printing?"  "Can  I  Keep 
it  Busy?"  "Do  I  Have  to  Make  a  Printing  Shop  Out  of 
My  Office?"  etc. 

Keep  this  folder  well  filled.  It  is  a  method  of  telling 
the  ad-message  that,  like  the  anecdote,  is  gaining  in  pop- 
ularity. 

"Blind"  Advertising  (152) -Some  products  have 
been  so  characteristically  advertised  that  they  would  be 
recognized  even  with  the  name  omitted.  This  is  an  occa- 
sional diversion  of  advertisers. 

Others  deliberately  withhold  something  from  the 
reader.  For  example,  a  motorcycle  ad  offered  a  machine 
free  **just  for  a  favor,"  without  mentioning  the  nature 
of  the  favor,  only  requesting  those  interested  to  return 
a  coupon. 

Connection  With  Past  Experience  (153) -An- 
other device  of  the  successful  salesman  is  to  emphasize 
the  desirability  of  his  product  by  recalling  some  unpleas- 
ant experience  of  the  customer.  Also  by  picturing  the 
convenience  or  profit  of  "his  way"  and  the  annoyance 
or  loss  of  the  "other  way." 

This  is  considered  one  of  the  most  forcible  ways  of 
conveying  the  ad-message,  and  many  striking  examples 
are  seen  whose  appeal  is  hard  to  resist. 


A    Guide   for  Student   and   Veteran  99 

The  advantages  of  a  cool,  oil  cook-stove,  for  instance, 
could  hardly  be  more  convincingly  presented  to  women 
than  by  picturing  a  sweltering  housewife  bending  over  a 
gas  range.  A  shaking  hand  holding  a  lighted  cigar  ac- 
centuates the  advisability  of  a  milder  smoke.  A  sten- 
ographer sitting  idle  while  her  employer  interrupts  his 
dictation  to  answer  the  telephone  forcibly  suggests  the 
advantages   of  a   dictaphone. 

This  is  another  important  method  with  which  every 
advertising  man,  veteran  and  student,  should  be  familiar. 
Watch  for  examples  so  that  you  may  learn  the  tactics 
of  the  good  salesman.  When  possible,  watch  the  sales- 
man himself.  Advertising  is  nothing  more  than  Sales- 
manship on  paper. 

Conversational  (154) -Some  advertisements  con- 
sist of  a  dialogue  as  though  they  were  the  recorded  con- 
versation of  two  persons. 

"Reason  Why"  (155)  -This  phrase  is  one  of  the 
ad  man's  abc's.  It  represents  perhaps  the  simplest  and 
most  direct  way  of  convincing  the  customer.  Unlike  the 
"Connection  with  Past  Experience"  method,  it  carries  no 
appeal  to  the  imagination,  but  logically  and  unemotion- 
ally advances  reasons  for  the  desirability  of  the  adver- 
tised product.     Many  examples  of  this  method  are  seen. 

Soliciting  Inquiries  (156)  -Some  ads  are  not  in- 
tended to  directly  sell  the  product,  but  rather  seek  in- 
quiry on  the  part  of  the  reader.  This  method,  however, 
is  losing  its  vogue.  Though  still  occasionally  seen,  the 
"send  for  booklet"  appeal  is  usually  of  secondary  im- 
portance, rarely  being  the  dominant  feature  of  the  ad. 


100  The    Advertising    Index 

Reminders  (157)  -  This  is  the  "Billboard"  idea, 
applied  to  newspaper  and  magazine  advertising.  Its  sole 
function  is  to  remind,  having  no  space  for  argument 
copy.  Thus  one  sees  such  phrases  as  "Buy  Blank's 
Bread/'  or  "Drink  Jone's  Coffee/'  simply  reminding  and 
keeping  the  name  before  the  public.  Newspaper  and 
magazine  ads  of  this  type  are  really  miniature  billboards. 

It  is  interesting  to  note  that  many  laymen  hold  this 
as  the  sole  conception  of  good  advertising.  They  will 
tell  you  "Just  keep  your  name  before  the  public.  Put 
the  phrase  *Use  Blank  Tires'  on  the  page  .  .  .  and  that's 
enough." 

The  fact  that  this  method  is  used  so  little  by  thous- 
ands of  experienced  advertisers  is  an  indication  of  its 
inadequacy.  An  inexhaustible  purse  would  be  required 
to  build  a  prestige  on  nothing  more  than  this  "Billboard" 
method.  The  average  reader  sees  so  much  advertising 
that  a  name  would  have  to  be  almost  constantly  before 
him  to  make  any  impression.  One  good,  strong  argu- 
ment, however,  may  convince  him,  and  by  association, 
impress  itself  upon  his  mind.  You  will  probably  be 
involved  in  many  a  discussion  on  this  question  of  psychol- 
ogy.    It  is  a  profitable  one  to  investigate. 

Repetition  of  Name  (158)  -Like  the  "Reminder" 
method,  this  relies  upon  mere  repetition  to  convey  the 
ad-message.  It  is  usually  in  the  form  of  a  border  or 
background  made  up  of  the  product-name.  It  occasion- 
ally differs  from  the  "Reminder"  method  in  that  a  little 
copy  is  used  in  connection  with  the  multi-name  border  or 


A    Guide    for  Student   and    Veteran  101 

background.     The  main  purpose,  however,  is  simply  to 
impress  the  name  on  the  reader's  mind. 

/Suggestion  (159) -This  is  another  familiar  term, 
both  in  written  and  spoken  Salesmanship.  It  is  often  a 
variation  of  the  "Use  of  Product"  method  (No.  163). 

For  example:  an  ad  showed  a  young  man  at  a  railroad 
station,  with  a  Kodak  hung  from  his  shoulder.  It  was 
evident  from  the  picture  that  he  was  starting  on  a  vaca- 
tion. The  only  copy  was  the  line  "Take  a  Kodak  with 
You.*'  This  is  suggestion,  pure  and  simple.  Obviously, 
it  suggests  the  use  of  the  product,  and  thus  creates  the 
want  in  the  mind  of  the  reader. 

Teasers  (l60)-This  is  the  little  imp  who  teases 
your  curiosity;  makes  you  wonder  "What  is  Going  to 
Happen  on  the  30th .^!'  or  why  you  should  "Wait!"  or 
causes  you  to  regret  your  ignorance  of  Nipponese  when 
you  see  "In  Japanese  it's  e^icHl^j^-^S  " 

The  teaser  is  used  to  excite  interest  at  the  outset  of 
a  campaign  by  playing  upon  that  universal  emotion — 
Curiosity.  Its  advisability  is  a  matter  of  speculation. 
There  is  danger  of  featuring  the  teaser  too  long.  People 
then  become  accustomed  to  it  and  cease  to  wonder  about 
what  is  to  follow. 

Few  forms  of  advertising,  however,  allow  as  much  op- 
portunity for  originality.  Save  examples  of  the  clever 
teaser  ideas  you  see.  Some  day  will  come  your  turn  to 
conduct  a  "teaser  campaign."  No  advertising  career  is 
complete  without  at  least  one  attempt. 


102  The    Advertising   Index 

Testimonials  (161)  -  Ah  !  here  it  is — the  old  stand- 
by of  the  gentlemen  who  peddle  "pink  pills  for  pale 
people"  and  other  panaceas  for  all  the  ills  **the  flesh  is 
heir  to."  It  is  the  misuse  of  the  testimonial  letter  by  the 
medical  quack  that  has  cast  it  into  disfavor  with  reput- 
able advertisers.  Nevertheless^  the  testimonial  from  one 
in  whom  the  reader  has  confidence  is  a  very  effective 
means  of  advertising.  Observe  how  other  advertisers 
use  this  method.     That  is  the  best  way  to  learn. 

Timeliness  (162)  -The  daily  paper  is  universally 
read  because  of  its  timely  news.  This  holds  true  of  an 
ad.  Let  it  concern  something  the  public  is  particularly 
interested  in  at  the  moment  and  it  will  be  read  by  almost 
every  one.  Good  advertisers  never  neglect  an  oppor- 
tunity to  associate  their  ads  with  timely  events. 

For  example:  with  the  inauguration  of  the  U.  S. 
Food  Administration^  many  food  advertisements  em- 
bodied a  reference  to  Herbert  Hoover. 

At  the  time  of  a  nation-wide  infantile  paralysis  scare, 
a  disinfectant  ad  appeared  dwelling  upon  the  "Invisible 
Menace"  of  the  disease  germs. 

When  a  Chicago  doctor  permitted  a  defective  baby  to 
die  rather  than  attempt  to  keep  it  alivj  as  a  possible  bur- 
den on  Society,  the  incident  was  immediately  capitalized 
in  advertising  a  motion  picture  serial. 

An  office  building  burned  down  one  morning.  That 
same  afternoon,  an  office  equipment  company  ran  an  ad 
addressed  "To  the  Burned-Out  Tenants  of  the  Douglas 
Building." 


A    Guide   for  Student   and    Veteran  103 

And  so  on  .  .  .  this  is  the  essence  of  good  advertising, 
the  real  news  message  that  is  read  as  instinctively  as  the 
news  column.  Watch  for  these  ads  so  that  you  may  ac- 
quire the  mental  habit  of  immediately  appreciating 
the  possible  application  of  current  events  to  your  adver- 
tising. 

Timeliness  is  not  employed  as  often  as  it  would  be  if 
more  ad  men  had  a  "nose  for  news"  in  relation  to  their 
daily  work. 

Use  of  Product  (163)  -This  is  perhaps  the  most 
universal  of  all  methods.  The  food  advertiser  employs 
it  when  he  quotes  recipes.  Ads  describing  the  uses  of 
floor  oil,  court  plaster,  automobiles,  phone  service,  and 
hundreds  of  other  products  are  seen  on  every  hand.  Thus 
readers  are  made  to  feel  their  need.  It  is  unnecessary  to 
dwell  on  the  **Use  of  Product"  method.  A  good  working 
knowledge  can  be  gained  from  one  thorough  analysis  of 
the  advertising  pages  of  a  woman's  magazine. 


MEDIUMS 

It  Is  a  Practice  among  national  advertisers  occasion- 
ally to  conduct  comparative  tests  designed  to  ascertain 
the  relative  values  of  the  standard  advertising  mediums. 
For  example:  10^000  letters  were  sent  to  people 
selected  at  random  from  the  Chicago  telephone  book, 
requesting  that  they  indicate  on  a  return  post  card  the 
mediums  in  which  advertising  was  most  frequently 
noticed — whether  billboards^  electric  light  signs,  maga- 
zines, newspapers,  painted  sign  boards,  signs  painted  on 
buildings,  street  cars  or  theatre  programs.  The  result 
of  the  vote  was  as  follows : 

Street  Cars 33.27 

Newspapers    29.19 

Magazines 17.25 

Electric  Light  Signs 13.79 

Billboards     6.73 

Painted  Sign  Boards 3.S6 

Signs  Painted  on  Buildings 1.64 

Theatre    Programs    78 

A  similar  test  in  Los  Angeles  brought  these  results: 

Newspapers    37.86 

Street  Cars 23.88 

Magazines     13.87 

Electric   Light   Signs 11.50 

Billboards     8.12 

Painted  Sign  Boards 3.27 

Signs  Painted  on  Buildings 90 

Theatre  Programs 60 

In  this  folder  keep  all  such  information  and  any  other 
data  concerning  the  relative  or  individual  merits  of 
mediums. 

104 


N —  Newspapers 

165.  "Why  Newspaper  Advertising  is  Best'' 

166.  What  Makes  a  Good  Newspaper 

167.  Newspaper — Inspirational 

168.  Newspaper  Rates 

169.  Newspaper — Miscellaneous 


N —  Miscellaneous 


170.     Novelties 


105 


NEWSPAPERS 

The  Medium  most  used  by  the  rank  and  file  of  advertis- 
ers is  the  Newspaper.  Some  may  use  street-cars ;  others 
magazines  and  billboards  .  .  .  the  newspaper^  with  few 
exceptions^  is  employed  by  all.  The  retailer^  particu- 
larly, depends  on  it  almost  exclusively.  A  section  of 
The  Index  is  therefore  devoted  to  the  newspaper. 

**Why  Newspaper  Advertising  is  Best"  (165) 
Of  all  champions,  the  newspaper  solicitor  is  most  aggres- 
sive in  the  eternal  ''best  medium"  wrangle.  Nothing 
approaches  the  daily  paper  for  results  .  .  .  according  to 
him.  Since  every  ad  man  is  destined  to  meet  the  silver- 
tongued  newspaper  solicitor-orator  sometime  during  his 
career,  he  should  know  the  "pros  and  cons."  File  them, 
here. 

What  Makes  a  Good  Newspaper  (l66)-The  ad 
man  is  frequently  confronted  with  the  problem  of  mak- 
ing a  choice  among  the  newspapers  of  a  city.  In  such 
cases,  comparison  is  based  on  circulation,  method  of 
obtaining  circulation,  class  of  readers,  cleanness  of 
advertising  columns,  editorial  policy,  standing  in  com- 
munity, and  amount  of  advertising  carried. 

Newspaper — Inspirational  (l67)-"The  Fourth 
Estate"  is  the  inspiration  of  many  a  literary  and  ora- 
torical flight.  The  press  undoubtedly  exerts  a  most 
powerful  influence.     Since  it  enters  so  largely  into  the 


107 


108  The    Advertising    Index 

ad  man's   daily   work^   it   is   well  to   become   thoroughly 
familiar  with  the  newspaper. 

Newspaper  Rates  (168)-File  here  newspaper 
rate  carfls  and  similar  data. 

Newspaper — Miscellaneous  (169)  -  This  folder 
contains  general  or  miscellaneous  articles  on  the  news- 
paper^ not  otherwise  classified.  These  may  relate  to 
newspaper  methods,  history,  etc.  An  outline  of  G.  H.  E. 
Hawkin*s  book  ^'Newspaper  Advertising"  is  particularly 
appropriate.  Separate  classifications  may  be  started  for 
any  items  that  are  of  particular  interest. 


MISCELLANEOUS 

Novelties  (170)  -  Blotters^  pencils,  thermometers, 
rulers,  motto  cards,  etc.,  are  known  as  advertising  novel- 
ties or  specialties.  These  little  tokens  of  good  will  are 
given  in  the  same  spirit  as  the  salesman's  cigar.  Sam- 
ples can  be  filed  in  this  folder,  together  with  articles 
that  you  read  on  the  subject. 


109 


O —  Miscellaneous 


171.     Order  Blanks 


111 


MISCELLANEOUS 

Order  Blanks  (171) -Order  Blank  arrangement 
is  an  art  in  itself^  and  a  most  important  one^  for  an  order 
often  depends  upon  the  facility  with  which  the  customer 
can  indicate  his  needs.  Save  good  Order  Blanks  for 
adaptation,  or  as  a  basis  for  original  design. 


113 


Paper 


172.  Paper  Samples 

173.  Paper  Facts 


P —   Policies  of  Advertising 

174.  "Ask  for  Genuine^' 

175.  "Our  Factory'' 

176.  Knocking  Competitor 

177.  Premiums 

178.  Widespread  Use 

179.  Introductory  Advertising 


115 


Printing 

180.  The  Printer 

181.  Composition 

182.  Dnmmies 

183.  Type 

184.  Complete  Job 


Miscellaneous 


185.  Position 

186.  Post  Cards  (Return) 

187.  Poster  Stamps 

188.  Program  Advertising 

189.  Programs— Ad  Club 

190.  Price  Maintenance 

191.  Publicity 

116 


PAPER 

Paper,  like  Printing,  is  indispensable  to  the  advertis- 
ing man.  It  varies  as  much  as  type,  if  not  more.  You 
will  not  find  it  practicable  to  keep  a  sample  of  every 
variety.  Save  only  those  that  most  appeal  to  you.  The 
bulky  volume  published  by  the  type  foundry  furnishci 
3^ou  with  a  complete  filing  reference  of  type.  Sample 
cabinets  provided  by  the  large  paper  houses  serve  the 
same  purpose  for  paper.  Many  advertisers  leave  the 
question  of  paper  to  the  printer,  which  is  usually  satis- 
factory. 

Paper  Samples  (172) -Here  is  the  place  to  filo 
unusual  paper  samples,  with  the  idea  of  future  use. 

Paper  Facts  (173)  -  Miscellaneous;  items  about 
paper  selection,  manufacture,  use,  etc.,  can  be  filed  here. 
As  with  many  other  subjects,  the  ad  man  should  have  at 
least  a  superficial  knowledge  of  paper. 


117 


POLICIES  OF  ADVERTISING 

Ads  Sometimes  feature  other  things  aside  from  the  desir- 
ability of  the  product.  For  instance:  Baker's  Cocoa 
advertising  urges  the  consumer  to  "ask  for  the  original 
and  avoid  imitations/'  saying  little  about  the  product 
itself.  Others  advertise  along  the  same  lines^  so  that  it 
may  be  classed  as  a  Policy  of  Advertising. 

Some  feature  the  size  of  the  factory.  This  is  another 
policy.  Others  devote  their  valuable  white  space  to 
''throwing  mud/'  directly  or  indirectly,  at  competitors. 
While  this  is  considered  bad  form  it  nevertheless  repre- 
sents a  policy  of  advertising  used  to  a  certain  extent. 

Another  kind  conveys  the  idea  of  bigness  or  wide- 
spread use.  This  is  usually  accomplished  by  associating 
the  product  with  a  map  of  the  world  or  of  the  North 
American  continent,  suggesting  that  it  is  used  every- 
where. 

You  are,  of  course,  familiar  with  the  class  of  adver- 
tising that  features  premiums.  This,  together  with  the 
ad  that  introduces  a  product,  are  among  the  common 
types.  The  careful  observer  will  undoubtedly  discover 
others. 


118 


PRINTING 

Of  All  the  arts  allied  to  Advertisings  printing  is  the 
most  important.  Without  it  there  could  be  no  advertising. 
Nothing  helps  the  ad  man  more  than  print  shop  experi- 
ence; a  few  weeks  or  even  days  spent  at  the  "stone  and 
press"  pay  big  dividends. 

With  this  experience,  your  layouts  will  be  clearer  and 
more  easily  comprehended  by  the  printer.  You  will  be 
better  able  to  appreciate  his  problems.  You  will  not 
arouse  his  indignation  or  contempt  by  asking  things  be- 
yond all  mechanical  possibilities.  Moreover,  you  will 
know  what  results  to  expect,  and  more  readily  discern 
the  good  from  the  bad. 

If  you  are  a  student,  arrange  to  spend  some  after- 
noons or  Saturdays  in  a  print  shop.  Don't  aim  to  become 
an  expert  printer.  Work  at  odd  jobs,  observe,  and  you 
will  absorb  the  shop  atmosphere  and  gain  an  experience 
not   obtainable  in   school. 

No  attempt  has  been  made  in  the  following  classifica- 
tions to  include  all  departments  of  printing.  More  can 
be  added  as  desired. 

The  Printer  (180) -Study  the  printer.  Learn 
about  his  problems.  Glance  through  his  trade  journals. 
Be  able  to  talk  **em  quads"  and  **picas"  and  **galleys" 
and  "lock-up"  and  "make-ready"  with  him.  You  will 
occasionally  see  articles  on  the  relations  between  printer 
and  advertising  man.     Keep  them  here. 


119 


120  The    Advertising   Index 

Composition  (181) -File  here  items  relating  to 
Composition  or  actual  type-setting. 

Dummies  (182) -These  "pre-sketches"  or  designs 
are  every  day  assuming  greater  importance  in  the  print- 
ing art.  Progressive  printers^  more  and  more^  are  sub- 
mitting them  to  advertisers.  Many  articles  will  undoubt- 
edly appear^  in  course  of  time,  on  Dummies.  Here  is  the 
place  to  file  them  ...  as  well  as  samples. 

Type  (183) -This,  the  foundation  of  printing,  is 
an  essential  which  the  advertising  man  should  know  thor- 
oughly. Get  a  type  book  from  one  of  the  type  foun- 
dries. Hundreds  of  different  fonts  are  displayed,  but 
learn  three  or  four  good  types  well,  and  you  will  be  suf- 
ficiently equipped  for  ordinary  work.  Cheltenham,  Cas- 
lon,  Gothic  and  DeVinne  are  the  faces  usually  found  in 
the  average  printing  shop. 

Other  designs  in  the  type  book  may  appeal  to  you  but 
they  will  probably  be  found  lacking  from  the  fonts  of 
your  printer.  Ascertain  just  what  type  faces  he  pos- 
sesses. You  will  then  avoid  the  confusion  and  delay 
caused  by  ordering  a  type  he  does  not  carry. 

In  this  folder,  file  samples  of  your  printer's  types, 
examples  of  faces  that  appeal  to  you,  articles  about 
type,  etc. 

Complete  Job  (184) -To  the  average  layman, 
printing  consists  merely  of  collecting  type,  putting  it  on 
a  press,  and  turning  a  switch.  But  nothing  could  be  fur- 
ther from  the  truth.  Printing  has  almost  as  many  rami- 
fications as  Advertising  itself.     All  these  different  fac- 


A    Guide    for  Student    and    Veteran  121 

tors  may  enter  into  a  single  j  ob ;  overlaying^  make-ready, 
lock-up,  presswork,  ink,  printing-temperature,  slip-sheet- 
ing, paper,  tipping,  gathering,  sewing,  trimming,  folding 
and  binding. 

Now,  don't  become  frightened  at  their  complexity.  A 
single  visit  to  a  modern  printing  plant  will  acquaint  you 
with  most  of  the  processes.  The  well-rounded  ad  man 
has  at  least  a  speaking  acquaintance  with  them,  is  con- 
scious of  them  when  planning  a  job,  and  thus  can  talk 
intelligently  with  his  printer. 

Start  this  folder  with  a  "job  cost  sheet"  which  printers 
use  to  record  costs.  This  enumerates  every  process 
through  which  a  job  can  pass.  File  here  also  items  con- 
cerning printing,  either  departmentally,  or  as  a  whole. 


MISCELLANEOUS 

Position  (185) -"Top  and  Next'*  is  one  of  the 
institutions  of  the  profession.  It  represents  a  perpetual 
problem — "Position/*  Careful  tests  have  conclusively 
shown  that  an  ad  in  the  upper  outside  corner  of  a  page 
is  much  more  apt  to  catch  and  hold  attention  than  the 
same  ad  in  the  lower  inner  quarter.  It  thus  becomes  part 
of  the  ad  man's  "burden"  to  fight  for  that  "upper  right 
corner  of  right  hand  page/'  or  some  other  preferred 
position^  if  the  "sacred  corner"  is  not  available.  File 
here  articles  on  Position^  together  with  examples  of  good 
and  bad  position. 

Post  Cards  (Return)  (186) -Nearly  every  ad 
man  possesses  his  own  idea  about  the  design  of  a  return 
post  card.  Save  here  samples  for  reference  or  adapta- 
tion. Souvenir  or  advertising  postals  can  also  be 
included  in  this  folder. 

Poster  Stamps  (187)  -  These  little  bits  of  artwork, 
with  their  brilliant  flashes  of  color  and  pleasing  appeal 
to  the  eye,  are  another  form  of  modern  advertising. 
They  are  really  posters  in  miniature,  and  are  used  for  the 
same  purpose — -to  suggest  and  remind. 

Program  Advertising  (188)  -  From  the  charity 
ball  to  the  church  bazaar,  every  event  issues  a  program 
.  .  .  with  its  attendant  "request"  on  the  advertising  man 
for  space.  Part  of  his  existence  consists  in  evading  or 
tactfully  camouflaging  out  of  the  clutches  of  well-mean- 

122 


A    Guide   for   Student    and    Veteran  123 

ing  old  ladies,  who  carry  a  contract  in  one  hand  and  a 
blacklist  in  the  other. 

Many  concerns  consider  this  a  necessary  evil  and  do 
not  charge  it  as  Advertising  Expense — but  rather  as 
"Donations."  Keep  samples  of  program  publications  in 
this  folder.  It  is  also  the  appropriate  place  for  the 
happy  article  that  may  some  day  be  written,  solving,  or 
helping  to  solve,  this  sore  problem  among  advertisers. 

Programs — Ad  Club  (189) -Nearly  every  city  in 
the  country  has  its  Advertising  Club.  Every  ad  man. 
naturally,  should  belong  to  his  local  club.  Printed  pro- 
grams announcing  subjects,  speakers,  etc.,  are  usually 
mailed  before  each  meeting.  It  is  well  to  save  these  .  .  . 
you  may  want  to  refer  to  past  programs  when  your  time 
comes  to  act  as  chairman. 

Price  Maintenance  (190)  -  Let  a  group  of  adver- 
tising men  come  together  and  it  is  safe  to  say  that  within 
five  minutes  they  will  be  in  the  midst  of  a  heated  dis- 
cussion on  price-cutting  and  price-maintenance.  These 
are  questions  of  long  standing,  even  having  been  (in  the 
Stephen's  Bill)  the  subject  of  Congressional  delibera- 
tion. Since  you  will  have  to  discuss  price  maintenance 
many  times,  learn  something  about  the  subject. 

Publicity  (191)-Hail  to  the  Press  Agent!  The 
countless  automobile  and  theatrical  sections  of  the  coun- 
try's newspapers  are  monuments  to  his  activities.  Free 
publicity  is  closely  allied  to  the  advertising  art.  The 
two  often  go  hand  in  hand.     The  well-rounded  ad  man 


124  The   Advertising   Index 

can  write  an  interesting  newsy  publicity  story,  and 
knows  the  methods  of  "putting  it  across."  There  is  no 
doubt  that  publicity  is  a  valuable  adjunct  to  the  adver- 
tising campaign. 

The  press  agent^  however,  because  of  the  "bunk"  for 
which  he  is  often  responsible,  is  usually  disparaged  by 
the  legitimate  ad-writer.  Sentiment  among  newspapers 
is  slowly  turning  against  free  publicity.  There  is  no 
doubt  that  "bunk"  is  doomed,  although  there  will  always 
be  a  place  for  interesting  news  arising  from  the  conduct 
of  business.  Save  samples  of  publicity,  both  good  and 
bad,  together  with  articles  and  discussion  pertinent  to 
the  subject. 


Miscellaneous 


192.  Salesman's  Advertising 

193.  Slogans 

194.  Stories  of  Successful  Advertising 

195.  Street  Car  Advertising 

196.  Stunts 


125 


MISCELLANEOUS 

Salesman's  Advertising  (192)  -A  thorough  inves- 
tigation showed  a  prominent  manufacturer  that  his  cost 
per  call  through  salesmen  was  $11.25.  It  was  found, 
in  studying  the  problem^  that  a  series  of  three  letters 
addressed  to  prospects,  greatly  reduced  this  cost. 

The  first  letter  announced  that  the  salesman  (name 
given)  would  call  on  an  approximate  date;  the  second 
stated  that  he  was  in  a  nearby  town  and  gave  the  exact 
date  of  his  arrival.  The  third  was  a  ''good  will"  letter, 
written  after  the  call,  either  thanking  the  customer  for 
the  order,  or  for  the  courtesy  extended  the  salesman  in 
allowing  him  to  show  his  samples. 

Results  showed  that  where  salesmen  had  averaged  one 
order  in  seven  calls,  the  letters  reduced  the  ratio  to  one 
order  in  five  calls — a  saving  of  two  visits  at  $11.25  each. 

Some  concerns,  in  addition  to  their  regular  advertis- 
ing, issue  booklets  and  other  material  designed  specifi- 
cally to  aid  the  salesman.  Since  this  is  a  practice  un- 
doubtedly destined  for  more  general  use,  it  is  well  to 
watch  for  items  bearing  on  the  subject.  Here  can  also 
be  filed  such  articles  as  holiday  cards,  novelties,  etc.  .  .  . 
material  put  out  by  the  salesman  himself. 

Slogans  (193)  -  "There's  a  Reason"  why  **It 
Floats"  because  it's  the  **Best  in  the  Long  Run"  .  .  . 
and  so  on,  ad  infinitum.  Slogans  play  an  important  part 
in  modern  advertising.  There  are  specialists,  like  G. 
Herb   Palin,   who   devote   their   entire   attention   to    the 

127 


128  The    Advertising   Index 

writing  of  these  catchy  sayings.  As  much  as  $5,000  has 
been  paid  for  a  single  six-word  phrase. 

The  slogan  is  also  a  favorite  motif  of  prize  contests. 
The  young  ad-writer  usually  becomes  a  "regular  sub- 
scriber" to  the  prize-slogan  contest.  His  brain  child  is 
seen  among  the  first  answers.  And  invariably  the  "Ten 
Dollars  in  Gold"  or  "Thousand  Dollar  Prize"  goes  to 
some  venerable  old  lady  up-State  .  .  .  which  is  a  good 
thing,  as  it  helps  to  relieve  Mr.  Young  Ad- Writer  of  the 
obsession  that  "cleverness"  is  the  sole  requisite  of  good 
copy. 

In  this  folder  save  your  attempts  at  slogan-writing, 
the  prize-winning  slogans  of  contests,  etc. 

Stories  of  Successful  Advertising  (IQ^)  -  "From 
$1,000  Factory  to  $5,000,000  Plant  by  Advertising." 
"The  Marvelous  Story  of  Blank's  Patent  Dog  Cakes"  .  .  . 
hardly  an  issue  of  Printer's  Ink  or  similar  publications 
appear  without  the  story  of  some  unusual  advertising 
success.  These  make  the  finest  kind  of  reading  for  the 
advertising  man  since  they  furnish  a  wealth  of  inspira- 
tion and  ideas.     Save  them  all  for  occasional  reference. 

Street  Car  Advertising  (195)  -  The  test  vote  de- 
scribed in  "Mediums"  showed  that  Street  Car  Adver- 
tising shares  honors  with  the  Newspaper  in  popularity. 
One  company  controls  nearly  all  this  advertising  in  the 
United  States.  It  has  a  most  intensified  and  efficient 
selling  organization.  If  you  are  an  advertiser  of  any 
consequence,  you  can't  escape  a  visit  from  a  representa- 
tive of  this  company.     The  figures,  facts  and  arguments 


A    Guide   for  Student   and    Veteran  129 

he  will  present  have  already  obtained  millions  of  dollars 
worth  of  contracts.  He  will  tell  you  all  there  is  to  know 
about  Street  Car  Advertising.  Until  his  call,  however, 
use  this  folder  for  articles,  notes,  etc. 

Stunts  (196)-The  timers  at  an  auto  race  were 
provided  with  new  "sport"  shirts,  on  the  back  of  which 
was  lettered  the  brand  name. 

A  band  of  horsemen  in  the  costume  of  the  Ku  Klux 
Klan  rode  through  downtown  streets  during  the  run  of  a 
Southern  moving  picture. 

These  were  advertising  "stunts" — unusual  methods  to 
get  the  "goods"  before  the  public.  Automobile  and  the- 
atrical advertisers  are,  of  course,  prominent  in  staging 
"stunts." 

Far-sighted  ad  men,  outside  of  the  two  lines  men- 
tioned, however,  look  askance  at  "stunts" ;  believing  them 
but  temporary  stimulants — not  the  sound,  sane  method 
that  builds  for  the  future. 


Type 


197.  Type  Arrangements 

198.  Big  Type 


Miscellaneous 


199.  ''Thank  You''  Cards 

200.  Trademarks 


131 


TYPE 

The  Subject  of  Type  has  already  been  treated  under 
the  classification  of  "Printing."  There  its  various  fonts 
and  faces  were  considered.  Attention  is  here  given  to  its 
arrangement. 

Type  Arrangements  (197) -When  you  see  type 
pleasingly  arranged — file  the  sample  here.  Observation 
will  soon  enable  you  to  appreciate  the  artistic  in  type 
masses ;  and  give  you  the  ability  to  prescribe  it.  Bear 
always  in  mind  the  fact  that  no  matter  how  strong  your 
message^  it  is  valueless  unless  inviting  to  the  eye.  In  this 
connection^  you  will  find  it  worth  while  to  read  Benja- 
min  Sherbow's  book   ''Making   Type  Work." 

Big  Type  (1.98)  -  Those  big^  bold  effects  sometimes 
seen  in  the  newspaper  that  dominate  and  compel,  yet  do 
not  repel  the  eye,  are  worth  saving.  There  is  an  art  in 
designing  these  layouts  so  that  they  will  not  appear  too 
** heavy."     Observation  will  give  you  the  knack. 


133 


MISCELLANEOUS 

"Thank  You"  Cards  (199)  -Like  the  'Thank 
You"  letter_,  this  bit  of  sentiment  impresses  the  customer 
and  builds  friendship.  Save  the  sample  "Thank  You" 
cards  you  find  in  packages  or  in  your  mail. 

Trademarks  (200)  -  The  right  to  use  the  word 
"Uneeda"  on  crackers  could  not  be  bought  for  a  million 
dollars.  The  advertising  world  has  many  trademarks 
which  are  considered  the  chief  asset  of  multi-million 
dollar  concerns;  worth  more  than  the  factory  buildings 
and  equipment. 

The  Trademark  is  one  of  the  great  causes  of  litigation 
among  advertisers.  Infringements  are  costly^  and  it  be- 
hooves the  ad  man  to  know  something  about  Trademark 
Law.  It  is  no  small  matter  to  lose^  through  an  oversight, 
the  product  of  great  effort  and  expenditure.  Be  sure  to 
have  the  new  trademark  copyrighted.  At  the  present 
moment  its  worth  may  be  small,  but  in  countless  cases 
years  have  brought  increased  value,  accompanied  by  ex- 
pensive legal  difficulties. 


134 


W —  Miscellaneous 

201.  Window  Display 

202.  Women,  Advertising  to 


135 


MISCELLANEOUS 

Window  Display  (201)  -This  work  is  usually  un- 
der the  supervision  of  the  Advertising  Department,  and 
constitutes  one  of  its  important  duties.  Retail  establish- 
ments, on  prominent  business  streets,  consider  windows 
their  most  valuable  advertising  medium,  and  place  them 
in  charge  of  a  special  Display  Department. 

The  window-trimming  activity  of  the  jobber  or  manu- 
facturer consists  of  designing  attractive  displays,  cut- 
outs and  posters  for  the  dealer.  The  number  of  such 
displays  received  by  the  average  retailer  (notably  the 
grocer)  is  evidence  of  its  importance. 

The  dealer's  window  is  a  much-sought  prize  because 
of  its  great  suggestive  value.  Wholesale  salesmen  con- 
tinually seek  it  for  their  wares.  Some  wholesale  adver- 
tisers deem  it  so  important  that  they  employ  a  man  solely 
for  dealer  window  work. 

A  good  advertising  man  recognizes  the  well  "trimmed" 
window,  and  is  always  alert  for  new  ideas  and  sugges- 
tions.   Here  is  the  place  to  file  them. 

Women,  Advertising  to  (202)  -  The  gentler  sex  is 
the  advertiser's  greatest  prospect.  "She"  either  buys 
directly,  or  has  a  voice  in  buying,  most  of  the  household 
supplies.  Articles  are  occasionally  seen  concerning  the 
best  methods  of  appealing  to  women.  "System"  recently 
conducted  a  test  on  "Why  Women  Buy"  with  the  follow- 
ing results: 


137 


138  The    Advertising   Index 

Consider  quality  first 51.1 

Consider  price  first 26  1 

Consider  both  (^Q.Q  did  not  give  definite  an- 
swers)          15.9 

Impressed  most  by  courtesies  involving  credit.  8.1 
Impressed  most  by  courtesies  involving  clerks .  54.1 
Impressed   most   by    courtesies    involving     the 

privilege  of  returning  purchases 10.8 

Impressed   most   by   courtesies   involving    the 

privilege  of  examination  of  goods 8.1 

Impressed  most  by  courtesies  involving  a 
prompt  refund  of  the  purchase  price  of 
returned  purchases    13.5 


CROSS    FILING 

Ads  will  often  be  seen  that  embody  two^  three^  or  even 
more  filing  fundamentals.  For  instance:  a  good  use  of 
White  Space^  a  catchy  Headline,,  and  a  fine  example  of 
Initial  Letter  may  be  the  outstanding  features  of  the 
same  ad. 

One  is  sometimes  at  a  loss  just  how  to  proceed  in 
such  cases.  Cross  filing  is  the  apparent  solution^  but 
experience  shows  that  this  is  not  satisfactory.  It  com- 
plicates and  confuses  the  file.  Simplicity,  remember,  is 
the  greatest  aid  to  system. 

File  each  ad  for  but  one  fundamental.  With  the 
thousands  and  thousands  of  ads  in  print,  and  the  count- 
less numbers  being  added  every  day,  it  is  unnecessary 
to  complicate  your  file.  If  the  ad  you  file  under  "Use 
of  Product"  is  also  an  excellent  example  of  "Picture 
That  Tells  the  Whole  Story" — don't  fear — you  will  find 
another  just  as  good  tomorrow,  or  in  the  next  issue  of 
the  Saturday  Evening  Post. 

Keep  your  file  as  simple  as  possible  and  free  from 
complication.  With  the  unlimited  material  available, 
cross  filing  is  unnecessary. 


139 


ELASTICITY 

The  Index  lays  no  claim  to  having  embodied  all  Adver- 
tising fundamentals.  Although,  no  doubt,  it  covers  most 
of  them,  The  Index  is  intended  as  a  guide  rather  than 
an  authority. 

The  classifications  are  elastic  according  to  the  re- 
quirements of  the  individual.  If,  for  instance,  he  is 
interested  in  Headlines,  that  section  can  be  extended. 
Ten  or  twelve  classifications,  perhaps,  might  be  added 
to  the  three  now  listed. 

To  some,  certain  Index  classifications  may  not  be 
of  particular  interest.  If  so,  they  can  be  eliminated. 
Bear  in  mind,  however,  that  the  good  advertising  man 
neglects  no  opportunity  to  prepare  for  the  emergencies 
of  his  work.  Advertising  is  full  of  the  unforeseen,  and 
the  item  that  is  of  no  particular  interest  today  may  be 
invaluable  tomorrow. 


Hi 


14  DAY  USE 

RETURN  TO  DESK  FROM  WHICH  BORROWED 

LOAN  DEPT. 

This  book  is  due  on  the  last  date  stamped  below,  or 

on  the  date  to  which  renewed. 

Renewed  books  are  subject  to  immediate  recall. 


?8/an'57«S 


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